Marketing Communications
"Presents an integrated approach to marketing communications, whereby all the various elements of promotion are analyzed, planned, and implemented in a coordinated and effective manner."   Journal of Economic Literature     "This is the single most comprehensive marketing communications text... the chapters explore and integrate all eleven communications tools... [the book] opens up marketing and communications in a sometimes frightening, often humorous and always enlightening way... essential reading for anyone moving up the marketing ladder."   Professor Merlin Stone, IBM Professor of Relationship Marketing, Bristol Business School, UWE     "This best-selling book provides a comprehensive framework for understanding the individual contribution and the collective combination of all the communications tools... I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximise ROI from the promotional budget."   Jorian Murray, Managing Director, DDB London--This text refers to an alternatePaperbackedition.