Marketing Communications

Citation

Blythe, J. (2000), "Marketing Communications", Corporate Communications: An International Journal, Vol. 5 No. 4, pp. 235-235. https://doi.org/10.1108/ccij.2000.5.4.235.3

Designed to give marketing students an overview of the techniques, supporting theories and strategic and tactical decision‐making processes involved in marketing communications, this text extends the traditional areas of marketing mix to include public relations and corporate image; print media advertising and active media, TV, radio and cinema. It uses a mixture of UK, European, Australian and South East Asian examples and includes corporate aspects of electronic communication and semiotics.

Each chapter carries a case study with summary, chapter questions, further reading, glossary and references.