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Cambridge Marketing Handbook: Communications by Paul Woodhouse, Steve Bax (Hardcover, 2013)

About this product

About this product

Product Information

Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing and aims to give an overview of the current tools that marketers need to have under their belts. Coverage includes: the purpose and uses of communications; the promotional mix; advertising tools; public relations and media tools; the meaning of consumer behaviour; communications plans and evaluation methods. The Handbook also examines the buyer behaviour theories for B2C and B2C, looking at the elements that make up the process of purchase.

Product Identifiers

Publisher
Kogan Page Ltd
ISBN-13
9780749470616
eBay Product ID (ePID)
158353198

Product Key Features

Author
Paul Woodhouse, Steve Bax
Publication Name
Cambridge Marketing Handbook: Communications
Format
Hardcover
Language
English
Subject
Marketing
Publication Year
2013
Type
Textbook
Number of Pages
112 Pages

Dimensions

Item Height
182mm
Item Width
115mm
Item Weight
194g

Additional Product Features

Title_Author
Steve Bax, Paul Woodhouse
Series Title
Cambridge Marketing Handbooks
Country/Region of Manufacture
United Kingdom

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