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.
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Book Description Prentice Hall, 2003. Paperback. Book Condition: New. In publisher's shrinkwrap. Open Books is a nonprofit social venture that provides literacy experiences for thousands of readers each year through inspiring programs and creative capitalization of books. Bookseller Inventory # mon0000285747
Book Description Prentice Hall, 2003. Paperback. Book Condition: New. book. Bookseller Inventory # 013106052X
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801310605241.0
Book Description Prentice Hall, 2003. Paperback. Book Condition: New. New item. Bookseller Inventory # QX-005-X2-9857109