Covering the entire field of advertising with special emphasis on IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. The book covers four basic concept of advertising: the place of advertising, planning the advertising, managing the advertising, and media. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.
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Book Description Hardcover. Condition: New. 16th Edition. The book is New, Excellent condition. Quantity Available: 1. ISBN: 0131404121. ISBN/EAN: 9780131404120. Pictures of this item not already displayed here available upon request. Inventory No: 1560804964. Seller Inventory # 1560804964