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By Sarah Turnbull, Larry Kelley, Donald Jugenheimer

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Overview

This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include:

Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life

A new chapter on International Advertising addressing the challenges of managi...

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