Senders and Receivers states that communication no longer is to be regarded as a set of tools fit for all situations.
Modern market communication recognises the possibility that unexpected interpretations and actions of the receiver might limit the effectiveness of traditional communicative planning.
The 8 articles of Senders and Receivers discuss a...
Læs mere
Senders and Receivers states that communication no longer is to be regarded as a set of tools fit for all situations.
Modern market communication recognises the possibility that unexpected interpretations and actions of the receiver might limit the effectiveness of traditional communicative planning.
The 8 articles of Senders and Receivers discuss a number of issues related to marketing communication, illustrating central analytical positions in Danish communication research.
The book is divided into three sections: branding of products and employees, international marketing and consumer values and finally management and marketing communication.
Forlag:
Samfundslitteratur
Sprog:
Engelsk
Illustreret:
Ja
Skjul beskrivelse