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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Bibliographic Details
Main Author: Belch, George E. George Edward (Author)
Other Authors: Belch, Michael A.
Format: Book
Language:English
Published: Boston McGraw-Hill 2001
©2001
Edition:Fifth Edition
Series:The McGraw-Hill/Irwin series in marketing
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Online Access:Click Here to View Status and Holdings.
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