Advertising and Integrated Marketing Communication Principles (2nd Edition)

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 of major media, and the process of integrating these activities in an effective and efficient manner 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, graduate, and MBA students in marketing and advertising. It can also serve as a reference for marketing and advertising strategists in enterprises, as well as professionals aspiring to become marketing and advertising strategists.