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Advertising campaign strategy : a guide to marketing communication plans /

Parente, Donald.

Advertising campaign strategy : a guide to marketing communication plans / Donald Parente. - 2nd ed. - Fort Worth : Dryden Press, c2000. - xxi, 371 p. : ill. ; 24 cm. - Dryden Press series in marketing .

Includes bibliographical references and index.

ISBN: 003021114X

Subjects--Topical Terms:
Advertising campaigns.
Communication in marketing.

Index Terms--Curriculum Objective:
Marketing Management --M211,
Introduction to Marketing Management --MGT155,

LC Class. No.: HF5837 / .A38 2000

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