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Integrated Advertising, Promotion and Marketing Communications

Integrated Advertising, Promotion and Marketing Communications

ISBN 9780273753285
Edition Global ed of 5th revised ed
Publisher Pearson Education Limited
Author(s)
Publication Date
Overview
For undergraduate Advertising and Integrated Marketing Communication courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.
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