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Marketing Communications

Marketing Communications

Marketing Communications is a basic textbook from which the reader could learn the fundamentals of communication as it is applied to marketing. Throughout the textbook, the most important concepts and principles that underpin the strategy of effective marketing communications are identified and explained as succinctly as possible. There are eleven chapters which in all offer an integrated treatment of the major components of marketing communication. These encompass conceptualization of marketing communications, consumer behavior, promotion planning and techniques, advertising principles and strategies, advertising media, advertising research, outdoor and corporate advertising, sales promotion, merchandising, personified or personal selling, publicity and public relations as well as direct... Show More


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