Aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. ...
Continue readingIntegrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework ...
Continue readingThis open access book offers something for everyone working with market segmentation: practical guidance for users of market ...
Continue readingAims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, ...
Continue readingThis is not a traditional textbook or collection of case studies, but is intended to demonstrate the complex and manifold ...
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