Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketi
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods an
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marke
Today's global markets demand that companies of all sizes look to international markets for potential customers. The successive crises that have taken place in
Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integr