MARKETING COMMUNICATIONS

Book ID/图书代码： 10350019C00260

English Summary/英文概要： Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.

The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics.

Chinese Summary/中文概要：

Awards/获奖情况：I was already a big fan of the seminal Rossiter & Percy textbook. I read the first edition as a student and became fascinated by advertising. Later, I used the second edition in my classes. Unsurprisingly, the new Rossiter, Percy, & Bergkvist book is an excellent textbook: clearly structured, based on a sound theoretical approach, and highly relevant for marketing practice. This symbioses of theory and practice provides students with a perfect knowledge base for their later job in marketing management. (Professor Dr. Tobias Langner)

About the Author/作者介绍：

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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