Advertising and Promotion: An Integrated Marketing Communications Perspective

by

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 2003, Irwin/McGraw-Hill, London

ISBN-13: 9780072866148

6th Revised edition

Hardcover

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

ISBN-13: 9780072314458

Unabridged

Hardcover

Select