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- ISBN: 9781933199344 | 1933199342
- Cover: Paperback
- Copyright: 7/31/2011
IMC Handbook is a comprehensive survey of the fast-growing field of integrated marketing communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communications. All of the readings and cases in this new edition have been totally updated. One-third of them are new to this edition.