Advertising: An Integrated Marketing Communication Perspective by George Edward Belch, Irene Powell, Gayle Kerr, Michael A. Belch

Advertising: An Integrated Marketing Communication Perspective

George Edward Belch, Irene Powell, Gayle Kerr, Michael A. Belch

644 pages first pub 2012 (editions)

informative reflective medium-paced
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Description

This second edition builds on the success of the market-leading first edition, recognising that advertising has become a blank canvas, where marketers must look beyond traditional media and conventional thinking to achieve success

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