Advertising and Promotion: An Integrated Marketing Communications Perspective

Belch, George E. Belch, Michael A.

Ouvrage indisponible

Éditeur
McGraw Hill Higher Education
Pages
864
Parution
août 2011
Format
Cartonné
Langue
Anglais
Dimensions
281 × 218 × 33 cm
EAN
9780073404868
  • Résumé

Focuses on advertising with an emphasis on Integrated Marketing Communications (IMC). This title includes comprehensive coverage of agency issues and creative work and how it is related to the IMC mix. It features an integrated marketing communications perspective that catapults the reader into the business practices of the 21st century.
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