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