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Principles of Integrated Marketing Communications: An Evidence-based Approach
By Lawrence Ang
eBook
$145.00
By Lawrence Ang
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Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the ...