Marketing Communications
Eagle, Lynne (James Cook University, Australia) / Czarnecka, Barbara (London South Bank University, UK) / Dahl, Stephan (James Cook University, Australia) / Lloyd, Jenny (University of Bristol, UK)
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won't sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical...