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Book
Marketing Communications: theory and applications
(1 ed.). Frenchs Forest, NSW
  • John Rossiter, University of Wollongong
  • Steven Bellman, University of Western Australia
Document Type
Book
Publication Date
1-1-2005
Publication Details

John Rossiter and Steven Bellman, Marketing Communications: theory and applications, Prentice Hall, Frenchs Forest, 2005, 500p.

Abstract

Marketing communications - marcoms - are broadening and evolving, even as you read this, which poses a challenge to us as authors to identify the substantial and the worthwhile from among the many recent trends. The broadening and evolving marcoms options also pose a challenge to you, the present or future marketing manager, because they make it increasingly difficult to make intelligent decisions in planning a marcoms campaign. In the increasingly complex world of marcoms, there is greater need than ever for a comprehensive but workable planning system for marcoms management. This book provides such a system.

RIS ID
12845
Citation Information
John Rossiter and Steven Bellman. Marketing Communications: theory and applications. (1 ed.). Frenchs Forest, NSW Vol. Prentice Hall (2005) p. 1 - 500
Available at: http://works.bepress.com/jrossiter/1/