MP IMC: Using Advertising and Promotion to Build Brands with Powerweb

by Tom Duncan

This is an applied text with a strong brand message. Most texts on the market teach functions but neglect integration and organization, which should be the very foundation of Marketing. This text... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0072501073
• ISBN13: 9780072501070
• Release Date: September 2001
• Publisher: Irwin/McGraw-Hill
• Length: 704 Pages

Customer Reviews

Easy to comprehend

As a student I found this book easy to understand. It is extremely practicle and interesting.

Finally, a true IMC text!

This text is the first to take a management perspective on Integrated Marketing Communication. It does a wonderful job, using brand building as its foundation.