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Marketing Communications: A Brand Narrative Approach
Dahlen, Micael (Centre for Consumer Marketing)
Marketing Communications: A Brand Narrative Approach
Dahlen, Micael (Centre for Consumer Marketing)
Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept.
606 pages, Illustrations
Media | Boeken Paperback Book (Boek met zachte kaft en gelijmde rug) |
Vrijgegeven | 4 december 2009 |
ISBN13 | 9780470319925 |
Uitgevers | John Wiley & Sons Inc |
Pagina's | 608 |
Afmetingen | 190 × 246 × 27 mm · 1,15 kg |
Taal en grammatica | Engels |
Bekijk alles van Dahlen, Micael (Centre for Consumer Marketing) ( bijv. Paperback Book )