Strategic Marketing Communications: New Ways to Build and Integrate Communications with Disk

by P.R. Smith, Chris Berry, Alan Pulford

Imagine this: You have a marketing strategy, an advertising strategy, and, if you're organized, a sales promotion strategy, a direct mail strategy and an exhibitions strategy, but you have no overall communication strategy that drives all of these communications tools in the same direction.

300 pages, Paperback

First published August 1, 1999