Integrated Advertising, Promotion, And Marketing Communications

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For Sale in Indian subcontinent only Special Features: * NEW ADVERTISEMENTS! * * FULLY INTEGRATED LEARNING PACKAGE: * * Updated International Marketing discussions. * *