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Advertising & IMC Principles and Practice Plus New MyMarketingLab with Pearson eText -- Access ...

ISBN: 9780132606318 | 0132606313
Edition: 9th
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 6/5/2012

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<>An accessible and well-written approach to advertising. Advertisingtracks the changes in today's dynamic world of media and marketing communicationas well as the implications of these changes to traditional practiceand presents them to readers through an accessible, well-written approach. The ninth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.

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