Marketing Communication: New Approaches, Technologies, and Styles

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Allan J. Kimmel
Oxford University Press, 2005 - Business & Economics - 299 pages
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Marketing Communication: New Approaches, Technologies, and Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.

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About the author (2005)

Allan J. Kimmel is at Professor of Marketing, ESCP-EAP, European School of Management, Paris.

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