Marketing pp 200-214 | Cite as

Communications Strategy

  • Martin Christopher
  • Malcolm McDonald
Chapter

Abstract

Open any newspaper or magazine and you are confronted with advertisements of all shapes, sizes and colours exhorting you to buy this, try that, save money with this product or win a free holiday with that product. Switch on the radio or TV and the story is much the same. Go to the cinema or drive down the High Street and you are bombarded by similar messages, be they off the screen or from billboards.

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Copyright information

© Martin Christopher and Malcolm McDonald 1995

Authors and Affiliations

  • Martin Christopher
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield University School of ManagementUK

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