Marketing Communications by Micael Dahlen

Marketing Communications by Micael Dahlen

Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept.

Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics.

Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics.

Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.

SKU	Unavailable
ISBN 13	9780470319925
ISBN 10	0470319925
Title	Marketing Communications
Author	Micael Dahlen
Condition	Unavailable
Binding Type	Paperback
Publisher	John Wiley & Sons Inc
Year published	2009-12-04
Number of pages	608
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.