Marketing Communications

by Fredrik Lange, Terry Smith, Micael Dahlén, et al.

Book Overview

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such...

• Format: Paperback
• Language: English
• ISBN: 0470319925
• ISBN13: 9780470319925
• Release Date: December 2009
• Publisher: Wiley
• Length: 608 Pages
• Weight: 3.05 lbs.
• Dimensions: 1.2" x 7.4" x 9.6"