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Readings & Cases in Integrated Marketing Communications J Stephen Kelly

Readings & Cases in Integrated Marketing Communications

J Stephen Kelly

Published September 1st 2004
ISBN : 9780970451576
Paperback
432 pages
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 About the Book 

This book includes readings by 12 leading academics and practitioners in advertising and marketing communications including Don Schultz, David Shepard,Victor Hunter, Ruth P. Stevens, and Goutam Chakraborty. These articles were specially commissionedMoreThis book includes readings by 12 leading academics and practitioners in advertising and marketing communications including Don Schultz, David Shepard,Victor Hunter, Ruth P. Stevens, and Goutam Chakraborty. These articles were specially commissioned for this book. These articles are followed by 25 cases covering the broad range of marketing communications, including business-to-business, business-to-consumer, not-for-profits. Cases were developed from the DePaul University Casewriters Workshop.