This book is written primarily as an introductory textbook aimed for both undergraduate and postgraduate students of all institutions of higher learning in the

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles

Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques.

Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vit

This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (I