Marketing Communication Management: A Holistic Approach for Increased Profitability - Softcover

Otto Ottesen

Softcover

ISBN 10: 8763000660 ISBN 13: 9788763000666

Publisher: CBS Press, 2001

Synopsis

Ideal as a textbook for students of marketing at university level (business schools and MBA-programs).

About this title

Synopsis

This title presents a holistic approach to developing a coherent, profitable marketing communications trategy. The approach relates to the 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, or whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes.

About the Author

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.

Edition details

• Publisher: CBS Press
• Publication date: 2001
• Language: English
• ISBN 10: 8763000660
• ISBN 13: 9788763000666
• Binding: Paperback
• Number of pages: 358