Principles of Advertising and IMC (The McGraw-Hill/Irwin series in marketing)

 
9780071274623: Principles of Advertising and IMC (The McGraw-Hill/Irwin series in marketing)

"Principles of Advertising and IMC, 2/e" by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. "Principles of Advertising and IMC" provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity.

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Tom Duncan
Published by McGraw Hill Higher Education
ISBN 10: 0071274626 ISBN 13: 9780071274623
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Book Description McGraw Hill Higher Education. Paperback. Book Condition: GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, that’ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included. Bookseller Inventory # 2816488416

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