a brand narrative approach Dahlén, Micael Primary Author Lange, Fredrik Primary Author Smith, Terry Primary Author mixed material bibliography West Sussex John Wiley & Sons 2010 en English

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xxii, 584 p. : Illust. ; 25 cm 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. Communication in marketing Marketing Branding (Marketing) 658.802 9780470319925 e-Library Universitas Pertamina Be Global Leader 658.802 DAH m 2096/PUP/2016 Perpustakaan Universitas Pertamina 658.802 DAH m c.1 Marketing_Communications%252C_a_brand_narrative_approach.jpg.jpg 965 2017-06-15 15:56:03 2017-06-15 15:56:39 machine generated Chemistry Computer Science Environmental Engineering Logistics Engineering Management Economics Communication Science