Books

Principles of Advertising & IMC

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"Principles of Advertising and IMC, 2/e" by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. "Principles of Advertising and IMC" provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity.

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Availability

Detail Information

Series Title

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Call Number

658.827 Dun p

Publisher

Chicago : McGraw-Hill/Irwin., 2008

Collation

xxvii, 774 p. : col. ill. ; 29 cm

Language

English

ISBN/ISSN

9780071274623

Classification

658.827

Content Type

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Media Type

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Carrier Type

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Edition

2nd Ed

Subject(s)

Advertising
Marketing
Branding

Specific Detail Info

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Statement of Responsibility

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