TY  - BOOK
AU  - Duncan, Tom
TI  - Prnciples f advertising and IMC
SN  - 0-07-125040-9
U1  - C 658.6522 D91p 
CY  - Boston 
KW  - Brand name products - marketing - management
N2  - Advertising, as you know, is changing. That is why this textbook is about adver tising and IMC. It includes all the key advertising principles and practices plus the integration process that maximizes advertising's effectiveness. IMC-integrated marketing communication-is no magic wand or silver bullet but simply the process of advertising, promotions, and media working together in strategic and effective ways. As the following excerpts attest, integration is no longer just a buzzword. Integration is now the foundation of most major advertising and pro-motion efforts
ER  -