MKT-7024: Strategic Marketing Communication

Week 3 Resources

Reshaping the Boundaries of Marketing Communication to Bond With Consumers
Gambetti, R. C., & Schultz, D. E. (2015). Reshaping the boundaries of marketing communication to bond with consumers. Journal of Marketing Communications, 21(1), 1–4.
Strategic Integrated Marketing Communications
Percy, L. (2018). Strategic integrated marketing communications (3rd ed.). Routledge.
Review Chapters 4, 5, and 6.