Advertising & IMC: Principles & Practice (GE)(11版)

　　Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Covering advertising, public relations, direct marketing, promotion, and more, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring principles and practices to provide students with a practical guide to executing integrated marketing communications.


　　And with a new author joining the team, the 11th Edition features a significant reorganization and revision of the material. Now, readers will understand not only the types of marketing communication possible, but also their application of strategy and planning, and how these areas work together - ensuring students are prepared to deal with the latest industry practices in their future careers.

作者簡介

Sandra Moriarty

　　現職：University of Colorado Boulder

Nancy Mitchell

　　現職：University of Nebraska-Lincoln

Charles Wood

　　現職：University of Tulsa

William Wells

　　現職：University of Minnesota