96 €
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.
Publisher: John Wiley & Sons Inc
Binding: Paperback
Publication date: 04 Dec 2009
Dimensions: 246 x 190 x 27 mm
ISBN: 9780470319925
