| Strategic Marketing Communications: New Ways to Build and Integrate Communications Revised Edition Contributor(s): Smith, Pr (Author), Fisher, John G. (Author), Pulford, Alan (Author) |
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ISBN: 0749429186 ISBN-13: 9780749429188 Publisher: Kogan Page OUR PRICE: $42.75 Product Type: Paperback Published: July 1999 Annotation: Imagine this: You have a marketing strategy, an advertising strategy, and, if you're organized, a sales promotion strategy, a direct mail strategy and an exhibitions strategy, but you have no overall communication strategy that drives all of these communications tools in the same direction. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.8 |
| Physical Information: 0.89" H x 6.01" W x 9.21" (1.13 lbs) 300 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: This textbook follows the advanced level syllabus in Marketing Communications for the CIM syllabus. Approaching the subject of marketing from an international perspective, Strategic Marketing Communications features case studies, model documents and checklists. |
Contributor Bio(s): Pulford, Alan: - Pulford is the marketing director of the Multimedia Marketing Consortium and is visiting lecturer at Manchester Metropolitan University, Senior Academic Adviser to the Chartered Institute of Marketing.Smith, Paul R.: - Smith is managing director of the Multimedia Marketing Consortium.Berry, Chris: - Berry lectures at London Guildhall University and is virtual professor on all the Multimedia Marketing Consortium.Baxter, Marilyn: - Baxter, Vice-Chairman, Saatchi and Saatchi Advertising and Chairman of the IPA Advertising Effectiveness Committee. |