Advertising And Promotion: An Integrated Marketing Communications Approach

Publisher: McGraw-Hill Companies
SKU: DADAX1849201463
ISBN : 9781849201469
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Advertising and Promotion: An Integrated Marketing Communications Approach

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.

Specifications of Advertising and Promotion: An Integrated Marketing Communications Approach

AuthorChris Hackley
PublisherSAGE Publications Ltd
Number Of Pages360
Publication Date2010-03-04
Height0.8 inch.
Length9 inch.
Width7.2 inch.
Weight1.46 pounds.

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