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ISBN-13 9780132539050ISBN-10 0132539055
ISBN-10 0132538962ISBN-13 9780132538961
Author(s): Kenneth E. Clow; Donald Baack
Publisher: Prentice Hall
Copyright year: © 2012 Pages: 464

For undergraduate Advertising and Integrated Marketing Communication courses.

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.