CONTEMPORARY advertising and Integrated Marketing Communications
This book gives students, regardless of their major field of study, valuable tools to use in any subsequent profession. It teaches them to think and plan strategically, gather and analyze research data, compute and evaluate alternative courses of action, cooperate with a team in developing creative...
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
New York
McGraw-Hill/Irwin
2013
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| Edition: | Fourteenth edition |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | This book gives students, regardless of their major field of study, valuable tools to use in any subsequent profession. It teaches them to think and plan strategically, gather and analyze research data, compute and evaluate alternative courses of action, cooperate with a team in developing creative solutions, analyze competitive proposals, understand why people have the way they do, express themselves and their ideas with clarity and simplicity, defend their point of view with others, appreciate and assess the quality of different creative endeavors and use powerful ideas to speak with knowledge, confidence, and conviction |
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| Physical Description: | xxxix, 722 pages colour illustrations 28 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 9780071318389 0071318380 |
Contemporary advertising and integrated marketing communications