Integrated Marketing Communication Theory and Practice: National Planning Textbook for Higher Education in the Eleventh Five-Year Plan

Author: Wei Junying
Publisher:
Publish Date: 2006-08-01
Features: This book systematically reviews the development and evolution of marketing communication theory, as well as the inevitability of the rise of integrated marketing communication. On this basis, it comprehensively discusses the workflow, goal strategy, and tactical operations of integrated marketing communication.