Advertising and promotion : an integrated marketing communications perspective
Belch, George E.
Advertising and promotion : an integrated marketing communications perspective - 8th ed. - Boston McGraw-Hill 2009 - xiii, 838 p. :ill. Includes index
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
978-0-07-128869
Advertising
Sales promotion
C 659.1 B41a
Advertising and promotion : an integrated marketing communications perspective - 8th ed. - Boston McGraw-Hill 2009 - xiii, 838 p. :ill. Includes index
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
978-0-07-128869
Advertising
Sales promotion
C 659.1 B41a