Integrated marketing communication : creative strategy from idea to implementation - Blakeman (Lanham, Md.: Rowman & Littlefield Publishers, 2007)
Integrated marketing communication -- IMC marketing plans -- Left- and right-brain selling points -- Branding and positioning -- Creative briefs -- The creative process -- Copywriting -- Campaigns -- Public relations -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Direct marketing -- Sales promotion -- Internet marketing
FOBCAL
Includes bibliographical references (p. 261-262) and index
Keywords: Communication in marketing