Moriarty, Sandra E.

Advertising & IMC: principles and practice - 9th ed. - Boston Pearson/Prentice Hall 2012 - xxviii, 657 p.

Advertising tracks the changes in todayHs dynamic world of media and marketing communication as well as the implications of these changes to traditional practiceHand presents them to students through an accessible, well-written approach.The ninth edition highlights the increasing importance of consumers as the driving force in todayHs advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.(


Advertising - Study and teaching

659.1 / M6A2

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