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Integrated Marketing Communications: A Global Brand-Driven Approach(2nd Edition)

Authors:

Don Schultz , Charles H. Patti , Philip J. Kitchen

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Book details

ISBN: 9783030764159

Book publisher: Palgrave Macmillan

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Book Summary: Integrated Marketing Communications: A Global Brand-Driven Approach , 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today.

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