Integrated Advertising, Promotion, and Marketing Communications

Descripción

This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning 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.

Información del libro

Editorial

Prentice Hall

Fecha de publicación

2007

Páginas

548

Idioma

EN

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