Framework For Marketing Management | The 2016 Associated Press Stylebook and Briefing on Media Law | Public Relations Cases | Public Relations | Strategic Writing | Consumer Behavior | Customer Service
Examine advertising and promotions through the lens of integrated marketing communications.
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.
The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.
About: Examine advertising and promotions through the lens of integrated marketing communications.
About: This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
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