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Advertising & IMC: principles and practice

By: Moriarty, Sandra E.
Material type: materialTypeLabelBookPublisher: Boston Pearson/Prentice Hall 2012Edition: 9th ed.Description: xxviii, 657 p.ISBN: 9780132163644.Subject(s): Advertising - Study and teachingDDC classification: 659.1 Summary: 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.(http://www.pearsonhighered.com/product?ISBN=9780132163644)
List(s) this item appears in: Marketing Communication
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Slot 2209 (2 Floor, East Wing) 659.1 M6A2 (Browse shelf) Available 176729

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.(http://www.pearsonhighered.com/product?ISBN=9780132163644)

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