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Integrated Marketing Communications in Advertising and Promotion

Integrated Marketing Communications in Advertising and Promotion

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Описание
"Integrated Marketing Communications in Advertising and Promotion" is intended for use in undergraduate or graduate courses in marketing communications, advertising, promotion strategy, promotion management, or other courses with similar concentrations. Professors and students should find this book substantive but highly readable, eminently current but also appreciative of the evolution of the field. Above all, marketing communications practice in its varied forms is blended with research and theory. Throughout its previous six editions, this book has always attempted to balance its coverage by examining marketing communications from both the consumer's and marketer's vantage points. This edition, however, represents a slight shift of emphasis to focus more than ever on managerial aspects of marketing communications. Business-to-business (B2B) oriented marketing communications also receives greater attention in this edition than before.

Формат: 21,5 см x 27,5 см.
7 edition.