{"product_id":"9788763000666","title":"Marketing Communication Management: A Holistic Approach for Increased Profitability","description":"\"This book presents a new holistic approach to developing a coherent, profitable marketing communication strategy. The approach relates to every 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, and whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes.\"","brand":"Copenhagen Business School Press","offers":[{"title":"Default Title","offer_id":47041695383792,"sku":"9788763000666","price":86.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9788763000666_p0.jpg?v=1763750725","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9788763000666","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}