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Integrated Advertising, Promotion, and Marketing Communications

ISBN: 9780131866225 | 0131866222
Edition: 4th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2010

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This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

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