Advertising, promotion and supplemental aspects of integrated marketing communications
Author(s)
Bibliographic Information
Advertising, promotion and supplemental aspects of integrated marketing communications
South-Western , Thomson Learning, c2003
6th ed
Available at / 13 libraries
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Research Institute for Economics & Business Administration (RIEB) Library , Kobe University図書
658.8-615//6081000096209
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Note
5th ed. : Fort Worth, Tex. : Dryden, c2000
includes indexes
Description and Table of Contents
Description
Emphasizing the importance of integrated marketing communications concepts in all aspects of an IMC program, this textbook discusses the role of IMC in brand-equity enhancement, the customer's perspective, product adoption and point-of-purchase advertising, advertising management, sales promotion ma
by "Nielsen BookData"