OverviewThis book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition …
Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice aswell as planning and execution. The book introduces readers to the concept of integrated marketing communications,and its major tools, techniques and media, with a special focus on adve…
Gold Medal Winner--Tops Sales World's Best Sales and Marketing Book“Fast, fun and immensely practical.”—JOE SULLIVAN, Founder, Flextronics“Move over Neil Strauss and game theory. Pitch Anything reveals the next big thing in social dynamics: game for business.”—JOSH WHITFORD, Founder, Ech…
