Advertising And Promotion: An Integrated Marketing Communications Approach

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Brand: SAGE Publications Ltd
SKU: DADAX1849201463
ISBN : 1849201463

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This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment.
Author : Chris Hackley
ISBN : 1849201463
Language : English
No of Pages : 360
Edition : Second Edition
Publication Date : 3/4/2010
Format/Binding : Paperback
Book dimensions : 8.9x7.32x0.94
Book weight : 0.01

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