by Larry Percy (Author), JohnR.Rossiter (Author)
This edition places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communictions, direct-response advertising, and promotions. The text has a strong managerial and applied emphasis, and covers all the core topics in advertising and advertising communications.
Format: Paperback
Pages: 672
Edition: International 2 Revised ed of
Publisher: McGraw-Hill Education (ISE Editions)
Published: Dec 1996
ISBN 10: 0071146679
ISBN 13: 9780071146678
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