This book provides a strong foundation in the basic principles of advertising and promotion and gives readers an integrated learning experience. It incorporates Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. Chapter topics cover ethics and social responsibility in marketing communications, promotions opportunity analysis, brand and corporate image management, consumer buyer behaviors, business-to-business buyer behaviors, advertising management, advertising ...
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This book provides a strong foundation in the basic principles of advertising and promotion and gives readers an integrated learning experience. It incorporates Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. Chapter topics cover ethics and social responsibility in marketing communications, promotions opportunity analysis, brand and corporate image management, consumer buyer behaviors, business-to-business buyer behaviors, advertising management, advertising media selection, trade promotions, consumer promotions, personal selling, public relations and sponsorship programs, database and direct marketing programs, internet marketing, and evaluating an integrated marketing program.
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Add this copy of Integrated Advertising, Promotion and Marketing to cart. $160.00, new condition, Sold by J.E. Miles, A Bookseller rated 5.0 out of 5 stars, ships from OCEANSIDE, CA, UNITED STATES, published 2013 by PEL.
