Integrated Advertising, Promotion, and Marketing
Communicating in a Digital World
This book introduces the concepts, perspectives, and importance of Integrated Marketing Communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, a discussion on social and cultural factors that enhance the effectiveness of marketing communication.
novembre 2023, env. 366 pages, Anglais
Taylor and Francis
978-1-03-260310-0
Taylor and Francis
978-1-03-260310-0