Burnett, John. <br/><br/>
Introduction to marketing communications :  an integrated approach / 
John Burnett. 
 - US ed ed. 
 - [S.l.] :  Prentice Hall,  1997. 
 - 752 p. ;  26 cm. 
<br/><br/> Hardcover. 
<br/><br/> For introductory courses in marketing communications, advertising and promotions. This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process. 
<br/><br/><label>ISBN: </label>0132690853 9780132690850 
<br/><br/><label>Dewey Class. No.: </label>658.8