Essentials of Marketing Communications

Designed to provide an overview of the techniques, supporting theories, and strategic and tactical decision-making processes involved in marketing communications, this book presents the theories of marketing communications to consumer behaviour issues. Using case studies, it explains how marketing c [...]
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Designed to provide an overview of the techniques, supporting theories, and strategic and tactical decision-making processes involved in marketing communications, this book presents the theories of marketing communications to consumer behaviour issues. Using case studies, it explains how marketing communications works in practice.