Introduction To Marketing Communications: An Integrated Approach

by John Burnett; Sandra Moriarty

The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process.This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. Many real-world and international examples are presented, providing a foundation for building a sound marketing communications plan.

Paperback

First published October 31, 1997