Marketing Communications Management

More about the book

Focusing on integrated marketing communications, this book encourages critical reflection on essential issues in the field. It adopts a managerial perspective and offers frameworks for effective learning and teaching. With numerous pedagogical features such as sample exam questions, 'stop points', and case studies, each chapter concludes with a summary of key points. Catering to both practitioners and students, it addresses strategic concerns relevant to current marketing communications trends, emphasizing advertising and sponsorship.