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Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

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ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

Author(s): Terence A. Shimp
Edition: 7
Publisher: South-Western College Pub
Year: 2006

Language: English
Pages: 656