Marketing Communication Management

A Holistic Approach for Increased Profitability

Author: Otto Ottesen

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This book presents a new holistic approach to developing a coherent, profitable marketing communication strategy.

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Summary

This book presents a new holistic approach to developing a coherent, profitable marketing communication strategy.

Description

This title presents a holistic approach to developing a coherent, profitable marketing communications trategy. The approach relates to the kind of communication between a company and its buyers about what it has to offer. The concepts, models and planning procedures associated with it can be used whether a company is large or small, whether it operates in an industrial or a consumer market, or whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes.

About the Author

Dr. Otto Ottesen is Professor of Business Administration and Marketing at Stavanger University College and The Norwegian School of Management, Oslo, Norway. He has served as a consultant to Scandinavian companies for many years and is the author of several books and articles on marketing and marketing communication.