Introduction to Marketing Communication: An Integrated Approach
- ISBN-10
- 0132690853
- ISBN-13
- 9780132690850
- Category
- Business & Economics
- Pages
- 659
- Language
- English
- Published
- 1998
- Publisher
- Pearson College Division
- Authors
- John Burnett, Sandra Ernst Moriarty
Description
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 integrated marketing communication exists and is practiced throughout a global community. *Real-world profiles of young executives describe a variety of jobs, career paths, and views on how to get ahead in marketing communication. *Each chapter contains an IMC in Action, IMC in Focus, and an Ethics Box.
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