Advertising and promotion : an integrated marketing communications perspective

By: Contributor(s): Material type: TextTextPublication 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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Book 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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