Providing students with the vital
information they need to create, implement, and evaluate an
integrated marketing communications plan.
Marketing communications is changing rapidly
with the impact of new technologies, new strategies and changing
consumer media habits. The third edition of this text has
updated and revised examples and content that includes the
cutting-edge topics in the industry. Readability
continues to be a core strength of this textbook with its
straightforward and easy-to-understand style.