For introductory courses in marketing communications, advertising and promotions. This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process.
- ISBN10 0132690853
- ISBN13 9780132690850
- Publish Date 13 November 1997
- Publish Status Out of Print
- Out of Print 31 October 2009
- Publish Country US
- Imprint Pearson
- Format Hardcover
- Pages 752
- Language English