Principles of Advertising and IMC, 2/e by Tom Duncan 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. Principles of
Advertising and IMC 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
(like channel marketing, customer service, direct response and
personal selling) to ensure a well-rounded approach to the
Principles of Advertising course.
General
Imprint: |
McGraw-Hill Inc.,US
|
Country of origin: |
United States |
Series: |
The McGraw-Hill/Irwin series in marketing |
Release date: |
2004 |
First published: |
2004 |
Authors: |
Tom Duncan
|
Dimensions: |
290mm (L) |
Format: |
Hardcover
|
Pages: |
774 |
Edition: |
2nd Revised edition |
ISBN-13: |
978-0-07-253774-1 |
Categories: |
Books >
Business & Economics >
Business & management >
Sales & marketing >
Advertising
|
LSN: |
0-07-253774-4 |
Barcode: |
9780072537741 |
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