Integrated Advertising, Promotion, and Marketing Communications
Integrated Advertising, Promotion, and Marketing Communications offers a structured academic introduction to connected marketing communication disciplines. By bringing advertising, promotion, and marketing communications into one framework, the book provides a foundation for students and readers seeking a broad understanding of how these areas relate.
About This Book
Integrated Advertising, Promotion, and Marketing Communications examines the relationship between advertising, promotion, and broader marketing communications.
The book is positioned as an educational resource for readers studying or seeking a structured understanding of marketing communication practices.
Its focus brings several related communication functions together under the concept of integration.
Written by Professor Donald E. Baack, this title may serve students and others interested in the foundations of marketing communications.
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