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Integrated Marketing Communications (Paperback, European Ed) Price: R98
Discovery Miles 980
Integrated Marketing Communications (Paperback, European Ed): Hans Ouwersloot, Tom Duncan

Integrated Marketing Communications (Paperback, European Ed)

Hans Ouwersloot, Tom Duncan

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Price R98
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Discovery Miles 980

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This book explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. The text provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd edition coverage of key advertising concepts to ensure a well-rounded approach to the Principles of Advertising course.

General

Imprint: McGraw-Hill Higher Education
Country of origin: United States
Release date: November 2007
First published: 2007
Authors: Hans Ouwersloot • Tom Duncan
Dimensions: 104 x 77 x 8mm (L x W x T)
Format: Paperback
Pages: 672
Edition: European Ed
ISBN-13: 978-0-07-711120-5
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 0-07-711120-6
Barcode: 9780077111205

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