Integrated Advertising, Promotion and Marketing Communications (5th… | 0132538962 9780132538961 PDF

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Author: Kenneth E. Clow
ISBN-10: 0132538962 ISBN-13: 9780132538961

Examine advertising and promotions through the lens of integrated marketing communications.   The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.   The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text. 

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