| 000 | 00899nam a2200193 i 4500 | ||
|---|---|---|---|
| 001 | 116826 | ||
| 005 | 20230410142350.0 | ||
| 008 | 140811s2008 us ad b 001 0 eng | | ||
| 050 | 1 | 4 |
_a _b |
| 100 | 1 | _aPercy, Larry. | |
| 245 | 0 | 0 |
_aStrategic integrated marketing communication : _btheory and practice / _cLarry Percy. |
| 260 |
_aBoston : _bButterworth-Heinemann , _c2008. |
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| 300 |
_axiii, 308 p. : _bill. , graf. tabl. ; _c25 cm. |
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| 500 | _aIncluye índice | ||
| 504 | _aIncluye bibliografía | ||
| 505 | 0 | _a1. Overview of IMC -- 2. Brands and IMC -- 3. Companies and IMC -- 4. Traditional Advertising -- 5. Traditional Promotion -- 6. Direct Marketing and Other IMC Options -- 7. New Media -- 8. Message Processing -- 9. Creative Execution -- 10. Planning Consideration -- 11. The IMC planning process -- 12. Finalizing Implementing the Plan. | |
| 942 |
_2lcc _cbk |
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| 946 | _aDGG | ||
| 999 |
_c94353 _d94353 |
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