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Advertising: An Integrated Marketing Communication Perspective 4e (Pack - includes Connect)
George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell, David WallerThis new edition is fully revised to reflect the rapidly evolving advertising industry by beginning from the premise that everything is digital. To introduce students to the power of digital marketing, this edition contains two new chapters on Search and Analytics, which underpin all modern communication systems. A third new chapter on Integration and Synergy demonstrates how these tools can be brought together to form a measurable, customer-focused IMC plan.
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