Behind marketing communications stand complex and complicated issues which are rarely formulated with the necessary theoretical depth and practical relevance. This is certainly not the case in this book, which provides an in-depth and comprehensive overview of the most important facets of marketing communications. The book content is characterized by a clear composition and fair knowledge representation. The text design, numerous diagrams and a deep structure contribute to this. A special feature of this book is that in addition to all theoretical foundation, the transfer of application is always sought through practical examples. 'Marketing communications' in the German original version is one of the established introductory books in this domain. The English edition now offers also non-native speakers a meaningful insight into this topic. It is aimed at students as well as young professionals, career shifters and ascenders in the subject from a German perspective.

Leseprobe