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Advertising and Promotion: An Integrated Marketing Communications Perspective

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Advertising and Promotion: An Integrated Marketing Communications Perspective - Belch, George E, and Lavenda, Robert H

Reflects the shift from the conventional methods of advertising to the recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.

Advertising and Promotion: An Integrated Marketing Communications Perspective 2004, McGraw-Hill Companies

ISBN-13: 9780072536768

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Advertising and Promotion: An Integrated Marketing Communications Perspective 2004, McGraw-Hill Companies, Boston, MA

ISBN-13: 9780071214384

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Advertising and Promotion: An Integrated Marketing Communications Perspective 2003, Irwin/McGraw-Hill, London

ISBN-13: 9780072866148

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Advertising and Promotion: An Integrated Marketing Communications Perspective 2001, Irwin/McGraw-Hill

ISBN-13: 9780072314458

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Advertising and Promotion: An Integrated Marketing Communications Perspective 1997, Irwin Professional Publishing, Boston, MA

ISBN-13: 9780256218992

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