Advertising : an integrated marketing communication perspective
This second edition builds on the success of the market-leading first edition, recognising that advertising has become a blank canvas, where marketers must look beyond traditional media and conventional thinking to achieve success
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
North Ryde :
McGraw Hill ,
c2012
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| Edition: | 2nd ed |
| Subjects: |
| Summary: | This second edition builds on the success of the market-leading first edition, recognising that advertising has become a blank canvas, where marketers must look beyond traditional media and conventional thinking to achieve success |
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| Item Description: | Previous ed.: Advertising and promotion. Sydney, 2009 |
| Physical Description: | xxviii, 644 p. : ill. (chiefly col.) ; 26 cm. |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0070997985 (paperback : alk. paper) 9780070997981 (paperback : alk. paper) |