advertising and promotion in a digital world Juska, Jerome M. creator text bibliography nyu New York, NY Routledge c2018 2018 monographic eng

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xix, 230 pages : illustrations ; 23 cm What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand visibility programs -- Public relations strategies -- The IMC plan. Jerome M. Juska. BBS Internet advertising Internet marketing Business & finance HF6146.I58 J87 2017 659.144 9781138695443 (pbk) 9781138695436 (hbk) 2017005832 Ayesha Abed Library DLC 190327 20211129105636.0 34433 eng