A reader in marketing communications / 
edited by Philip J. Kitchen ... [et al.]. 
 - xviii, 273 páginas :  ilustraciones 
<br/><br/>Incluye bibliografía. 
<br/><br/>Marketing communications -- From advertising to integrated marketing communications -- Advertising : what to say, when -- Sales promotion -- From direct mail to direct response marketing -- Marketing public relations -- Sponsorship -- Personal selling -- The Internet and the World Wide Web -- The roots of relationship marketing -- Marketing metrics : from tactical to strategic measures. 
<br/><br/><label>ISBN: </label>0415356482 9780415356480 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Comunicación en mercadeo.<br/>Mercadeo.<br/>Publicidad.
<br/><br/><label>Dewey Class. No.: </label>658.802  / R286 2005