A reader in marketing communications /
Kitchen, Philip J.
London : Routledge,
2005.
Includes bibliographical references.
Marketing communications -- From advertising to integrated marketing communications -- Advertising : what to say, when -- Sales promotion -- From direct mail to direct response marketing -- Marketing public relations -- Sponsorship -- Personal selling -- The Internet and the World Wide Web -- The roots of relationship marketing -- Marketing metrics : from tactical to strategic measures.
Communication in marketing.
Marketing.
Advertising.