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· 제목 : Advertising and Promotion (Paperback, 12e) (An Integrated Marketing Communications Perspective)
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9781260570991
· 쪽수 : 848쪽
· 출판일 : 2020-01-28
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9781260570991
· 쪽수 : 848쪽
· 출판일 : 2020-01-28
목차
Part One Introduction to Integrated Marketing Communications
Part Two Integrated Marketing Communications Program Situation Analysis
Part Three Analyzing the Communication Process
Part Four Objectives and Budgeting for Integrated Marketing Communications Programs
Part Five Developing the Integrated Marketing Communications Program
Part Six Monitoring, Evaluation, and Control
Glossary of Advertising and Promotion Terms
Endnotes
Name and Company Index
Subject Index
