Principles of advertising and IMC /
Duncan, Tom
Principles of advertising and IMC / Tom Duncan - Second Ediiton - Chicago : McGraw Hill Education, c2005 - xxvii, 774 pages : color illustrations ; 29 cm.
Includes index.
How brands are built -- Basic MC strategies for building brands -- Creating, sending, and receiving brand messages -- The marketing communication functions -- The big picture
71250409
BRAND NAME PRODUCTS -- MARKETING -- MANAGEMENT
HF 5415.13 .D86 2005
Principles of advertising and IMC / Tom Duncan - Second Ediiton - Chicago : McGraw Hill Education, c2005 - xxvii, 774 pages : color illustrations ; 29 cm.
Includes index.
How brands are built -- Basic MC strategies for building brands -- Creating, sending, and receiving brand messages -- The marketing communication functions -- The big picture
71250409
BRAND NAME PRODUCTS -- MARKETING -- MANAGEMENT
HF 5415.13 .D86 2005