Introduction to Marketing Communications: An Integrated Approach

Type

Book

Authors

Sandra Moriarty

John Burnett

ISBN 10

0132690853

ISBN 13

9780132690850

Tags

Management & Leadership, Advertising, Marketing, Accounting

Description

For introductory courses in marketing communications, advertising and promotions. This book focuses on the wide range of areas included in marketing communication 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 show how they can be used for maximum efficiency through a coordinated planning process. - from Amzon

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