Abstract
Our subject is generally ill-defined, although its very name should be sufficient definition. However, there are singular and plural versions. What is marketing communication or are marketing communications? Is it or are they part of a combination of marketing and public relations? Is there, at last, a happy marriage between this often estranged pair?
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© 1990 Frank Jefkins
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Jefkins, F. (1990). Introduction to Marketing Communications. In: Modern Marketing Communications. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-6868-7_1
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DOI: https://doi.org/10.1007/978-94-011-6868-7_1
Publisher Name: Springer, Dordrecht
Print ISBN: 978-0-216-92694-3
Online ISBN: 978-94-011-6868-7
eBook Packages: Springer Book Archive