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Name: Introduction to Marketing Communication: An Integrated Approach.
Author: Burnett, John, / Moriarty, S.
ISBN: 978-0-13-269085-0

Introduction to Marketing Communication: An Integrated Approach.

・ISBN 978-0-13-269085-0 cloth

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著者・編者	Burnett, John, / Moriarty, S.,,
出版社	(Prentice Hall, US)
出版年月	1997
ページ数	659 pp.
言語	ENG
ニュース番号	＜438-425＞

解説

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.