Advertising and promotion an integrated marketing communications perspective

This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.

Bibliographic Details

Main Author:	Belch, George E. 1951-
Other Authors:	Belch, Michael A.
Resource Type:	Book
Language:	English
Published:	Boston McGraw-Hill Irwin 2009.
Edition:	8th ed.
Subjects:	Advertising. Sales promotion. Communication in marketing.