Marketing Communications

Marketing Communications,  listopad 2009 r. : 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. This book fills the need for a cohesive coverage, merging branding literature with marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. It gives both student and professional marketers a formidable toolbox for meeting today's marketing and branding challenges.