Advertising and Integrated Brand Promotion
by Richard J. Semenik, Thomas C. O'Guinn, Chris T. Allen
Advertising and Integrated Brand Promotion offers an academic foundation in advertising and coordinated brand communication. Written for students and readers of marketing, it explores the relationship between promotional activity and brand development, providing a structured introduction to an important area of business education.
About This Book
This book focuses on advertising and integrated brand promotion within the broader field of marketing.
It presents the subject as an organized area of study for readers seeking to understand how promotional activities relate to brand development.
The text is suited to academic or instructional use in business and marketing education.
Its coverage provides a foundation for examining advertising and coordinated brand-promotion practices.
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