Reader in Marketing Communications by Philip J. Kitchen
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Reader in Marketing Communications
By Philip J. Kitchen

A Reader in Marketing Communications

Edited by See other recent books by Philip J. Kitchen See other recent books by Don E. Schultz See other recent books by Lynne Eagle
Format: Hardback

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Reader in Marketing Communications by Philip J. Kitchen

Book Description

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area - the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

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Book Details

ISBN: 9780415356480
ISBN-10: 0415356482
Format: Hardback
(254mm x 178mm x 17mm)
Pages: 292
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 31-Aug-2005
Country of Publication: United Kingdom

Other Editions...


Books By Author Philip J. Kitchen

Integrated Communications in the Post-Modern Era by Philip J. Kitchen Integrated Communications in the Post-Modern Era, Hardback (November 2014)

This book is readers who wish to develop their knowledge, insight, skills, and facility into integrated communications within the post-modern era, a topic of relevance everywhere, but particular apposite as the original conference was hosted in Turkey, a rapidly developing nation, and one enjoying significant growth in the global.

Dominant Influence of Marketing in the 21st Century by Philip J. Kitchen Dominant Influence of Marketing in the 21st Century, Hardback (April 2013)

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

» View all books by Philip J. Kitchen

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