Advertising and promotion an integrated marketing communications perspective
As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tool...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Boston
McGraw-Hill
2001
©2001 |
| Edition: | 5th ed. |
| Series: | The McGraw-Hill/Irwin series in marketing
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE