Marketing Communications
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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.
| Autor: | Dahlen, Micael |
| Nakladatel: | John Wiley And Sons Ltd |
| ISBN: | 9780470319925 |
| Rok vydání: | 2009 |
| Jazyk : | Angličtina |
| Vazba: | Paperback |
| Počet stran: | 606 |
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