Marketing Communications

By Jim Blythe
May 1999
ISBN: 0-273-63960-9
356 p.
$49.50 Paper Original

---

A short text which gives students a concise overview of the techniques, supporting theories and tactical decision-making processes involved with marketing communications. Each chapter begins with an overview of the content with learning aims, and ends with a bullet-point summary of the key issues, a case study with its own questions, annotated suggestions for further reading, chapter questions and a glossary.

Contents include: Theories of communication. The communications mix. Print media advertising. Active media, TV, radio and cinema. Outdoor advertising. Public relations and corporate image. Branding, packaging and merchandising. Managing exhibitions and trade events. Direct and database marketing. Sales promotion. Personal selling and sales management. The future of marketing communications.


Return to Businesstitles.com main page