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20201224093000.0 |
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120801s2012 at eng |
| 020 |
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|a 0070997985 (paperback : alk. paper)
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| 020 |
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|a 9780070997981 (paperback : alk. paper)
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| 050 |
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|a HF5823
|b .A38 2012
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| 090 |
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|a HF5823
|b .A38 2012
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| 245 |
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|a Advertising :
|b an integrated marketing communication perspective
|c George E Belch ... [et al.]
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| 250 |
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|a 2nd ed
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| 260 |
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|a North Ryde :
|b McGraw Hill ,
|c c2012
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| 300 |
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|a xxviii, 644 p. :
|b ill. (chiefly col.) ;
|c 26 cm.
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| 500 |
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|a Previous ed.: Advertising and promotion. Sydney, 2009
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
0 |
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|a 1. The context of marketing communication -- 2. How marketing communication works -- 3. Planning and decision making -- 4. Marketing communication disciplines
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| 520 |
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|a 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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| 650 |
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0 |
|a Advertising
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| 650 |
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0 |
|a Communication in marketing
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| 650 |
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0 |
|a Sales promotion
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| 700 |
1 |
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|a Belch, George E. [
|q (George Edward)] ,
|d 1951- ,
|e author
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| 999 |
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|a 1000151158
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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