Advertising, promotion, and other aspects of integrated marketing communications 9781337282659

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Автор: Andrews, J. Craig
Название: Advertising, promotion, and other aspects of integrated marketing communications
ISBN: 9781337282659
Издательство: Cengage Learning
Классификация:

Торговля и маркетинг

ISBN-10: 1337282650
Обложка/Формат: Paperback
Страницы: 752
Вес: 1.34 кг.
Дата издания: 04.08.2017
Язык: English
Издание: 10 ed
Размер: 275 x 214 x 25
Читательская аудитория: General (us: trade)
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Поставляется из: Англии
Описание: Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today�s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today�s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

Advertising, promotion, and other aspects of integrated marketing communications, Andrews, J. Craig