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Advertising and Promotion: An Integrated Marketing Communications Perspective
Advertising and Promotion An Integrated Marketing Communications Perspective
Author: George E. Belch, Michael A. Belch
The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and...  more »
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ISBN-13: 9780071284400
ISBN-10: 0071284400
Publication Date: 8/1/2008
Pages: 864
Edition: 8
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Publisher: McGraw Hill Higher Education
Book Type: Paperback
Other Versions: Hardcover
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