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INTEGRATED MARKETING COMMUNICATIONS: A STRATEGIC APPROACH

DON R. RAHTZ , M. JOSEPH SIRGY

2001

BOOK
Category

COMMUNICATION IN MARKETING

Abstract MARKETING IS ABOUT DELIVERING VALUE TO A GIVEN CONSUMER. MARKETING COMMUNICATIONS IS ABOUT TRANSMITTING THAT VALUE TO THE GIVEN CONSUMER. IN TODAY'S WORLD , THE TRANSMISSION OF THAT VALUE IS FAR MORE COMPLEX AND MULTIFACETED THAN IT HAS EVER BEEN BEFORE. THERE IS INCREASING DIVERSITY IN THE MARKETPLACE IN REGARD TO BOTH THE CONSUMERS AND THE PRODUCTS/ SERVICES. THE MEDIA ENVIRONMENTS ARE INCREASINGLY CLUTTERED, AND NEW TECHNOLOGIES ARE ARRIVING DAILY.

ISBN 9788131506547
Author(s) DON R. RAHTZ , M. JOSEPH SIRGY
Credits
Edition 1ST ED.
Year 2001
Publisher CENGAGE LEARNING
Type BOOK
Keywords MARKETING COMMUNICATION & PR
Language English
Collation 362 P., 23 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
2 Limassol H 1 No A
1 Limassol H 1 No A