Marketing communications : a brand narrative approach
Dahlén, Micael2010
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Place reservation for Marketing communications : a brand narrative approachMarketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.
Main title:
Marketing communications : a brand narrative approach / Micael Dahlén, Fredrik Lange, Terry Smith.
Imprint:
Chichester : Wiley, 2010.
Collation:
xxii, 584 p. : col. ill., col. ports. ; 25 cm.
Notes:
Includes bibliographical references and index.
ISBN:
9780470319925 (pbk)
Dewey class:
658.802658.802
Language:
English
BRN:
737444
Find it!
Total copies: 2
Available: 2
Place reservation for Marketing communications : a brand narrative approach