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Integrated Advertising, Promotion and Marketing Communications (5th Edition)
Author Information
Kenneth E. Clow, Donald E. BaackProduct Details
ISBN: 9780132538961Publish Date: 01/06/2011
Publisher: Prentice Hall
Number of pages: 464
Description
Examine advertising and promotions through the lens of integrated marketing communications.
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.
The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.
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