Introduction to marketing communication : an integrated approach /

Burnett, John, 1944-

Introduction to marketing communication : an integrated approach / John Burnett, Sandra Moriarty - London : Prentice-Hall International, [1998] - xxxv, 659p,[A1-A12,N1-N11,G1-G18,C1-C2,I1-I28] : ill., facsims, figs ; 27 cm

Includes bibliographical references and index

Understanding IMC (Integrated Marketing Communication) -- The IMC situation -- The tools of IMC -- Media of IMC -- Putting IMC together


Communication in marketing
Advertising campaigns