The authors seek to provide the reader with a thorough understanding of consumer decision processes, and communication theory, including measurement of promotional effectiveness, and integrated marketing communications. Eighth revised edition.
Reihe
Auflage
International 8 Revised ed
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Illustrationen
illustrations (some colour) facsimiles (some colour)
Maße
Gewicht
ISBN-13
978-0-07-114174-1 (9780071141741)
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Schweitzer Klassifikation
Autor*in
University of Michigan, USA
University of Michigan, USA
