Abstract
[Autom. eng. transl.] The chapter illustrates the conceptual principles and the managerial guidelines of marketing communication, in the light of the emerging innovations in terms of consumer behavior and innovation in brand strategies and tools
| Translated title of the contribution | [Autom. eng. transl.] Marketing communication |
|---|---|
| Original language | Italian |
| Title of host publication | Relazioni pubbliche e corporate communication. La gestione dei servizi specializzati |
| Editors | EMANUELE INVERNIZZI, STEFANIA ROMENTI |
| Pages | 251-288 |
| Number of pages | 38 |
| Publication status | Published - 2012 |
Keywords
- comunicazione di marketing, marca, consumer-brand engagement, comunicazione non convenzionale