Marketing Communication Management: A Holistic Approach for Increased Profitability Otto Ottesen

ISBN: 9788716133359

Published: May 1st 2001

Hardcover

400 pages


Description

Marketing Communication Management: A Holistic Approach for Increased Profitability  by  Otto Ottesen

Marketing Communication Management: A Holistic Approach for Increased Profitability by Otto Ottesen
May 1st 2001 | Hardcover | PDF, EPUB, FB2, DjVu, audiobook, mp3, RTF | 400 pages | ISBN: 9788716133359 | 7.22 Mb

This book presents a new holistic approach to developing a coherent, profitable marketing communication strategy. The approach relates to every kind of communication between a company and its buyers about what it has to offer. The concepts, modelsMoreThis book presents a new holistic approach to developing a coherent, profitable marketing communication strategy.

The approach relates to every kind of communication between a company and its buyers about what it has to offer. The concepts, models and planning procedures associated with it can be used whether a company is large or small, whether it operates in an industrial or a consumer market, and whether it offers goods or services.

A central theme of the book concerns buyer-initiated communication processes.Ideal as a textbook for students of marketing at university level (business schools and MBA-programs), but the books innovative approach will also be of great interest to business executives and employees alike who wish to expand and strengthen their core competencies in marketing communication.Dr.

Otto Ottesen is Professor of Business Administration and Marketing at Stavanger University College and The Norwegian School of Management, Oslo, Norway. He has served as a consultant to Scandinavian companies for many years and is the author of several books and articles on marketing and marketing communication.



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