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
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| Format: | Book |
| Language: | English |
| Published: |
North Ryde :
McGraw Hill ,
c2012
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| Edition: | 2nd ed |
| Subjects: |
Table of Contents:
- 1. The context of marketing communication
- 2. How marketing communication works
- 3. Planning and decision making
- 4. Marketing communication disciplines