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The organisational context of marketing communications

Daymon, C. (1999) The organisational context of marketing communications. In: Kitchen, P., (ed.) Marketing Communications: Principles and Practice. Thomson Learning, London, England, pp. 73-88.

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Chapter Aims

- to explore the organizational context in which marketing communications take place
- to explain the influence of organizational context on the nature and role of marketing communications
- to outline some of the conceptual frameworks for understanding behaviour and work activities in organizations

Item Type: Book Chapter
Publisher: Thomson Learning
Copyright: 1999 Thomson Learning
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