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1. 
Cover image for Advertising : an integrated marketing communication perspective
Advertising : an integrated marketing communication perspective
Advertising : an integrated marketing communication perspective
by 
Belch, George E. (George Edward), 1951-
Format: 
Books
Publication Date 
2012 2011
Excerpt: 
This second edition builds on the success of the market-leading first edition, recognising that
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2. 
Cover image for Integrated marketing communications in advertising and promotion
Integrated marketing communications in advertising and promotion
Integrated marketing communications in advertising and promotion
by 
Shimp, Terence A.
Format: 
Books
Publication Date 
2010
Excerpt: 
brand equity, influencing behavior, and being accountable -- Facilitating the success of new brands
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