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： 结合行业经验和学术专长，作者结合营销传播和广告与品牌的角度，为学生提供了一个实用的规划系统和七步法来创建一个全面的营销计划。

新圣人营销传播教科书是当代著名罗希特进化和珀西广告和促销管理教科书,峰值是通过六个美国排名前十的商学院——斯坦福大学、沃顿商学院、哥伦比亚大学、加州大学伯克利分校,加州大学洛杉矶分校,和西北——以及伦敦商学院,牛津大学的商学院,和大多数的顶级商学院在欧洲如鹿特丹伊拉斯姆斯大学，欧洲工商管理学院(INSEAD)还有斯德哥尔摩经济学院。（WYL）

Awards/获奖情况：“我已经是罗西特&珀西教科书的超级粉丝了。我在学生时代读过第一版，对广告产生了浓厚的兴趣。后来，我在课堂上使用了第二版。毫不奇怪，新的罗西特，珀西和博格科维斯特的书是一本优秀的教科书:结构清晰，基于一个健全的理论方法，并高度相关的营销实践。这种理论与实践的结合为学生日后从事市场营销管理工作提供了完善的知识基础。”(托拜厄斯·朗格尔教授)

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

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Complex/Traditional Chinese/繁体中文：AVAILABLE

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