Marketing Communication Management

A Holistic Approach for Increased Profitability

By Otto Ottesen

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


358 pages

Publication Date: 3/1/2001
Format: Paper
ISBN: 9788763000666