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Title:
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Advertising and IMC : principles et practice
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Authors:
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Sandra Ernst MORIARTY, Author ;
Nancy MITCHELL, Author ;
William WELLS, Author ;
Nancy MITCHELL, Author
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Material Type:
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Book
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Edition statement:
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10ème éd.
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Publisher:
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Londres [Royaume Uni] : Pearson Education Limited, 2015
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ISBN (or other code):
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978-1-292-01739-6
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Size:
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669 p. / Ill., graph. / 28 cm
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Languages:
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English
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Class number:
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736 (Marketing relationnel / Promotion des ventes)
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Descriptors:
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Thésaurus du Management
ADVERTISING
;
COMMUNICATION POLICY
;
DIRECT MARKETING
;
STRATEGIC MARKETING
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Abstract:
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Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. (source éditeur)
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