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Integrated Advertising, Promotion, and Marketing Communications
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Amazon.com Product Description (ISBN 0131866222, Paperback)
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.
The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.
For marketing professionals and ad agency account executives.
(retrieved from Amazon Thu, 12 Mar 2015 18:21:07 -0400)
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