Integrated marketing communications : a primer /
Kitchen, Philip J.
Integrated marketing communications : a primer / Philip J. Kitchen and Patrick de Pelsmacker - London : Routledge, 2004. - 193 p. ; 23 cm.
Includes bibliographical references and index
Scene setting : theory and practice -- Integrated marketing communications -- Advertising -- Sales promotion -- Direct marketing -- Marketing public relations -- Sponsorship -- E-communications -- Relationship marketing
0415314208 (hardback) RM623.90 0415314216 (pbk.)
Communication in marketing
Integrated marketing communications : a primer / Philip J. Kitchen and Patrick de Pelsmacker - London : Routledge, 2004. - 193 p. ; 23 cm.
Includes bibliographical references and index
Scene setting : theory and practice -- Integrated marketing communications -- Advertising -- Sales promotion -- Direct marketing -- Marketing public relations -- Sponsorship -- E-communications -- Relationship marketing
0415314208 (hardback) RM623.90 0415314216 (pbk.)
Communication in marketing