TY  - BOOK
AU  - Duncan, Tom
TI  - Principles of advertising and IMC
SN  - 71250409
AV  - HF 5415.13 .D86 2005 
PY  - 2005///
CY  - Chicago
PB  - McGraw Hill Education
KW  - BRAND NAME PRODUCTS -- MARKETING -- MANAGEMENT
N1  - 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
ER  -