This revised and updated second edition of Marketing Briefs: a revision study guide gives
every marketing student the most comprehensive collection of definitive overviews of every …

Public relations is variously defined: those within the PR sector tend to view their activities as
having strategic and corporate impact, while many marketers classify PR as little more than …

This study examines the Integrated Marketing Communication and Performance of Post
Office Savings Bank Nairobi. Integrated marketing Communication is an integral factor in the …

Agradecimientos Quiero dar las gracias a todas las personas que directa o indirectamente
han contribuido a que este texto haya visto la luz. En especial a los responsables del curso …

This thesis aims to extend the current knowledge about corporate image formation process
by developing a comprehensive model which incorporates corporate identity mix elements …

This paper examines a specific development in direct marketing on the Internet that aims at
building more ethical customer relationships—permission-based e-mail marketing. The aims …

This book critically examines the rhetoric surrounding current trends in the adoption of
tropes of interactivity in marketing communication. Concepts such as viral advertising …

The compromise of defending, advancing and embracing new opportunities in marketing
communications creativity and new knowledge from neuromarketing, whilst maintaining …

This empirical paper attempts to highlight the dominant theories of motivation and their
evolution within the realm of consumer research. The mainstream and postmodern …

This paper explores the concept of Integrated Marketing Communication (IMC) and presents
changes resulting from its evolution. The purpose of this paper is to determine directions of …