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ISBN-10 0133113361ISBN-13 9780133113365
ISBN-10 0133126242ISBN-13 9780133126242
Author(s): Kenneth E. Clow; Donald Baack
Publisher: Prentice Hall
Copyright year: © 2014 Pages: 480

For undergraduate Advertising and Integrated Marketing Communication courses.

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.