Suitable for students taking Marketing Communications as part of a course at degree or diploma level. Contains a wealth of Irish-based examples that bring the theory to life. Provides current case studies, including the most significant sponsorship programme ever witnessed in Ireland, the 2003 Special Olympics World Summer Games and the National Safety Council in Ireland. Numerous checklists to help the reader review key topics. Key words and their meanings are highlighted in the margins. At the end of each chapter, the reader can test their understanding by answering a number of review questions. Practical exercises give students the opportunity to apply the theory in a realistic context. Accompanied by a lecturers' secure website with teaching slides for every chapter and case study teaching notes.About the Author:
Patricia Medcalf BA(Mod), MBS is a Lecturer in Marketing at the Institute of Technology, Tallaght. She previously worked as Project Director with the corporate and brand identity specialists Enterprise IG (formerly known as The Identity Business). Her marketing communications career commenced with Brann Direct Marketing in the UK. She holds a British Direct Marketing Association Diploma in Direct Marketing.
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