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Advertising and promotion : an integrated marketing communications perspective

By:

Belch, George E

Contributor(s):

Belch, Michael A

Material type: Text

TextPublication details: Boston ; McGraw-Hill; 2009Edition: 8th edDescription: xiii, 838 p. :ill; Includes indexISBN:

978-0-07-128869

Subject(s):

DDC classification:

C 659.1 B41a

Summary: This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy

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Holdings
Item type	Current library	Call number	Status	Barcode
Book	PCC CIRCULATION	C 659.1 B41a (Browse shelf(Opens below))	Available	3594

This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy

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