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Advertising and Promotion: An Integrated Marketing Communications Perspective

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Reflects the shift from the conventional methods of advertising to the recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.

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Advertising and Promotion: An Integrated Marketing Communications Perspective
2003, Irwin/McGraw-Hill, London

ISBN-13: 9780072866148

6th Revised edition

Hardcover

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Advertising and Promotion: An Integrated Marketing Communications Perspective
2001, Irwin/McGraw-Hill

ISBN-13: 9780072314458

Unabridged

Hardcover

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