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This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.
TITLE: Advertising and Promotion
AUTHOR: George E. Belch
SKU: 9780071284400
PUBLISHER: McGraw-Hill Education - Europe
DATE PUBLISHED: 01/08/2008
PLACE PUBLISHED: United States
PAGES: 864
BINDING: Paperback / softback
LANGUAGE: English
DIMENSIONS: 215 mm x 274 mm x 25 mm
WEIGHT: 1721 gr