An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companie

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integr

As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike ty

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

This advanced strategic marketing communications management text introduces advertising by objectives, and takes a strong behavioural approach. Its focus is on