TY  - BOOK
AU  - Ace, Cathy 
TI  - Successful Marketing Communications: A Practical Guide to Planning and Implementation
SN  - 9780750650274
U1  - 658.8 
PY  - 2001///
CY  -  Boston : 
PB  - Butterworth-Heinemann
KW  - Communication in marketing
N1  - 	1. The marketing context --
2. Planning your marketing communications --
3. Above the line communication methods --
4. Below the line communication methods --
5. Public relations --
more than just a goodwill exercise --
6. Managing implementation --
7. Building the relationship over time --
8. Communication planning and implementation in the real world --
case studies that will challenge your ability to really 'do it'!
N2  - 	
Takes a practical approach to the subject of marketing communications. This book covers marketing communications content from certificate to advanced level. It offers insights into how to successfully find, brief and manage marketing communications service providers. It is suitable for students who are into promotional planning and implementation
ER  -