Advertising: An Integrated Marketing Communication Perspective

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ANOTHER VERSION OF THE SAME BOOK ON THIS SITE HAS PAGES ORGANIZATION AND BOOKMARK ERRORS. THIS IS A FIXED VERSION=======================================================The fourth edition of Advertising brings together an author team of highly experienced teachers and industry professionals to produce a learning resource that is both pedagogically sound and reflective of the most current industry practices. This new edition is fully revised to reflect the rapidly evolving advertising industry by beginning from the premise that everything is digital. To introduce students to the power of digital marketing, this edition contains two new chapters on Search and Analytics, which underpin all modern communication systems. A third new chapter on Integration and Synergy demonstrates how these tools can be brought together to form a measurable, customer-focused IMC plan.
LF/544958/R
Data sheet
- Name of the Author
- Belch
David
Gayle
George E.
Irene H.
Kerr
Michael A.
POWELL
Waller - Language
- English
- ISBN
- 9781760422998
- Release date
- 2020