Rather than focusing primarily on advertising, this textbook shows students how to achieve desired goals by integrating advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations and Internet communications.
- ISBN10 0324062532
- ISBN13 9780324062533
- Publish Date 31 March 2001
- Publish Status Out of Print
- Out of Print 23 October 2014
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Format Hardcover
- Pages 582
- Language English