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(More customer reviews)This is a marketing tool that fills the void between learning from the textbook and actually applying marketing in the real world. This book not only gives a template for application of marketing principles that enable a person to turn textbook learning into an actual working IMC plan but the appendix is one of the most condensed collection of useful information and resources for market research, review of advantages and disadvantages of media types and marketing definitions available anywhere
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*For advertising and marketing courses in the schools of business and journalism. *Able to be used as both a stand alone item or a supplement to current advertising books, this "how to" book focuses on the creation of an Integrated Marketing Communication (IMC) Plan .
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