Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective (The Irwin/McGraw-Hill series in marketing)

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9780071152075: Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective (The Irwin/McGraw-Hill series in marketing)

This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.

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George E. Belch; Michael A. Belch
Published by The McGraw-Hill Company
ISBN 10: 0071152075 ISBN 13: 9780071152075
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Michael Belch George Belch
Published by McGraw-Hill Education (ISE Editions) (1997)
ISBN 10: 0071152075 ISBN 13: 9780071152075
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