IMC: The New Principles of Advertising and Promotion Information Center: Feature Summary


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	Student Edition
	Instructor Edition

IMC: The New Principles of Advertising and Promotion, 2/e

Tom Duncan, University of Colorado/Boulder

Feature Summary

Chapter Opening cases demonstrate in concrete terms how IMC builds and manages the relationships that create brand value and brand equity.
Box-text items in text demonstrate "IMC in Action," posing ethical dilemmas and spotlighting global concerns. These boxes provide numerous examples showing how IMC is used in consumer and Business-to-business (B2B) marketing, how IMC is used to sell goods and services, and develop non-profit causes.
Significant end-of-chapter summary and application exercises for students to problem-solve IMC issues for a richer learning experience in putting IMC tools to work.

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