Advertising and Promotion Management (Mcgraw-Hill Series in Marketing)

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9780070539075: Advertising and Promotion Management (Mcgraw-Hill Series in Marketing)

This definitive advertising and promotion management text is primarily aimed at undergraduates taking descriptive courses in advertising. The text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions.

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John R. Rossiter
Published by Mcgraw-Hill College (1987)
ISBN 10: 0070539073 ISBN 13: 9780070539075
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John R. Rossiter
ISBN 10: 0070539073 ISBN 13: 9780070539075
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