This is the classic primer on how to make the creative plan fit into and support the marketing plan, and develop creative ideas that are strategically accurate and tactically effective. And, in this t
The right creative strategy can mean the difference between success and failure in a direct or interactive marketing program. And the all-new third edition of Creative Strategy in Direct and Interacti
Spiegel (marketing, Northwestern U.) and Jones (marketing, Ferris State U.) show how to market products and services using the Internet and how to integrate marketing across all media. They describe c
A comprehensive survey of the fast-growing field of Integrated Marketing Communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communicat