TY  - BOOK
AU  - Ling, Peter.
TI  - Intergrated marketing communications
SN  - 978070288454
AV  - HF5801 .L56 2010
PY  - 2010///
CY  - Australia
PB  - McGraw Hill
N1  - Prepared by Dr. Peter Ling for Cowan University; Introduction to integrated marketing communications -- The role of IMC in the marketing process -- Establishing objectives and budgeting for promotional program -- Creative strategy: Planning and development -- Creative strategy: Implementation and evaluation -- Support media -- Direct marketing and marketing in the internet -- The internet and interactive media -- Sales promotion -- Public relations, publicity, and corporate advertising -- Personal selling -- International advertising and promotion
ER  -