Rossiter, John R.
Marketing communications : theory and applications / John R. Rossiter and Steven Bellman. - Frenchs Forest, NSW : Pearson-Prentice Hall, 2005. - xviii, 500 p. : ill. ; 26 cm.
Includes index.
Includes bibliographical references and index.
Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A.
1741032695 9781741032697
Communication in marketing.
Positioning (Advertising)
HF5415.123 / .R67 2004
658.8
Marketing communications : theory and applications / John R. Rossiter and Steven Bellman. - Frenchs Forest, NSW : Pearson-Prentice Hall, 2005. - xviii, 500 p. : ill. ; 26 cm.
Includes index.
Includes bibliographical references and index.
Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A.
1741032695 9781741032697
Communication in marketing.
Positioning (Advertising)
HF5415.123 / .R67 2004
658.8