Question

Topic: Research/Metrics

Seminal Authors Of Marketing Communications

Posted by Anonymous on 2/25/2008 at 10:25 AM ET 500 Points
For my literature review I am researching marketing communications but the majority of information found is about IMC. Could you please tell me which seminal authors of marketing communications I should examine? (preferable in isolation from IMC). Also are there any particular seminal authors that deal with marketing communications primarily within the services industry?

Thanks
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RESPONSES

  • Posted by koen.h.pauwels on 2/27/2008 at 8:02 AM Member
    Hi,

    Not to play favorites for my business school, but colleague Kevin Keller has written extensively about the subject, and is not exactly part of the 'IMC group'

    Cheers
  • Posted on 2/27/2008 at 9:17 PM Member
    I agree with DWomack. Check out Kottler on Marketing.
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