Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer secti

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communica

Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communicat

Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marke