Advertising Promotion and Other Aspects of Integrated Marketing Communications
Book Summary:
This text book discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention, the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing.
ISBN’s: 9781111580216, 9788131528242, 9781133191421, 9781337282659
Authors:
Craig J. Andrews, Terence A. Shimp
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