Integrated advertising, promotion, and marketing communications
Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software
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| Format: | Book |
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Upper Saddle River, N.J. :
Pearson Prentice Hall,
©2007.
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| Edition: | 3rd ed. |
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