Cambridge Marketing Handbook: Communications (Hb)

Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing and aims to give an overview of the current tools that marketers need to have under their belts. Coverage includes: the purpose and uses of communications; the promotional mix; advertising tools; public relations and media tools; the meaning of consumer behaviour; communications plans and evaluation methods. The Handbook also examines the buyer behaviour theories for B2C and B2C, looking at the elements that make up the process of purchase.

Product Overview
ISBN 9780749470616
Categories Business and Economics, BX, Non-Fiction, Non-Fiction: Personal Development, WBD
Author(s) Steve Bax
Publisher Paul Woodhouse
Pages 112
Format Hardcover
Dimensions 11.4cm x 1.4cm x 17.9cm
Weight 0.24 kg
Notes The book images and summary displayed may be of a different edition or binding of the same title.

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