This textbook focuses on marketing communication strategy and is particularly suitable for students and professionals in higher education and marketing practice. It provides a solid scientific foundation and covers current developments, such as online communication, data analysis, AI, influencers, and the role of QR codes.
Key features:
- In-depth knowledge of digital communication and marketing strategies
- Current cases and examples from home and abroad
- Focus on developing effective marketing communication plans
- Combination of offline and online brand building and commercial success
- New developments such as online purchasing and societal impact in marketing
Language and level: Dutch, suitable for higher education and professionals.
Application: Ideal for study, work, and self-study in the field of marketing communication.
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