Advertising and Integrated Marketing Communication Principles - (Second Edition of the Original Book)

Author: (USA) Tom Duncan
Publisher:
Publish Date: 2006-09-01
Features: This book is a masterpiece by Professor Tom Duncan of Colorado State University. It not only showcases some marketing communication functions not found in other books, such as customer service and retention, cross-functional organizations, etc., but also presents the fundamental principles and practices of advertising from an integrated perspective. It provides an in-depth explanation of highly controversial practices in integrated marketing communication and media. The overall goal of this book is to help readers understand different marketing communication functions, the selection and application process of major media, and to integrate these activities in the most effective and efficient ways to develop long-term, profitable brand relationships, ultimately building brands and creating brand equity. This book is suitable as a textbook or reading material for undergraduate and graduate students, as well as MBA students in marketing and advertising. It can also serve as a reference for marketing and advertising planners in enterprises, as well as professionals aspiring to become marketing and advertising planners.