Marketing Communications : Principles and Practice

Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications.Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognised experts in their respective domains.Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds.This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet.But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.