Introduction to Integrated Marketing Communications: First Canadian Edition

by John Burnett, Sandra E. Moriarty

Appropriate for introductory university and college courses in Advertising, Marketing Communications, and Promotions. This full colour text focuses on the wide range of areas included in marketing communications and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then illustrate how they can be used for maximum efficiency through a coordinated planning process.

640 pages, Hardcover

First published October 31, 1997

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