Introduction to Marketing Communications

by Sandra E. Moriarty, John Burnett, John Burnett

This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. *International examples acknowledge that... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0132690853
• ISBN13: 9780132690850
• Release Date: October 1997
• Publisher: Prentice Hall
• Length: 752 Pages
• Weight: 3.55 lbs.
• Dimensions: 1.4" x 8.3" x 10.3"

Customer Reviews

A good foundation

This is a thorough book on IMC and all tools needed to do so, providing the reader with a sound basis to build from. Being an academic, I believe in a solid theoretical foundation and to learn from case studies. A good read for beginners in IMC.