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 | | Integrated Communication: Synergy of Persuasive Voices (Advertising and Consumer Psychology) by Esther Thorson (Editor), Jeri Moore (Editor) ISBN-10: 9780805813913 ISBN-10: 0-8058-1391-8 ISBN-13: 9780805813913 ISBN-13: 978-0-8058-1391-3 Hardcover 1996-01-01 Lawrence Erlbaum Find Lowest Price |
Editorials | ||
Product Description Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products. | ||