Marketing communications as a strategic function
Marketing communications as a strategic function

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Marketing communications as a strategic function


Butterfield, J. (1997) ‘Strategy Development’ in Butterfield, L. (ed.) (1997) Excellence in Advertising, Oxford Institute of Practitioners in Advertising/Butterworth Heinemann pp. 65–90.
Economist, The (2001) ‘Rebirth of a salesman’, 14 April 2001, p. 82.
Fill, C. (2002) Marketing Communications: Contexts, Strategies and Applications, 3rd edition, Harlow, Financial Times Prentice Hall.
Schultz, D. and Kitchen, P. (2000) Communicating Globally: An Integrated Marketing Approach London, Macmillan Business.
Schultz, D., Tannenbaum, S.I and Lauterborn, R.E. (1994) Integrated Marketing Communications, Chicago, NTC Business Books.
Wilson, A. (2001) Creating a Climate for Change- The Case for Media Neutral Planning and How to Get There [online], ATG UK. Available from:

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