Duncan, Tom <br/><br/>
Principles of advertising and IMC /  
Tom Duncan 
 - Second Ediiton 
 - Chicago, IL:  McGraw-Hill/Irwin,  c2005. 
 - xxvii, 774 pages :  color illustrations ;  29 cm. 
<br/><br/>Includes index. 
<br/><br/>How brands are built --<br/>Basic MC strategies for building brands --<br/>Creating, sending, and receiving brand messages --<br/>The marketing communication functions --<br/>The big picture 
<br/><br/><label>ISBN: </label>71250409 
<br/><br/><label>Subjects--Topical Terms: </label><br/>BRAND NAME PRODUCTS -- MARKETING -- MANAGEMENT
<br/><br/><label>LC Class. No.: </label>HF 5415.13 .D86 2005