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Financial Times/Prentice Hall, 2000 - Business & Economics - 315 pages
This text looks at the area of the marketing communications mix, using Financial Times case studies, discussion questions, and book and web references to take students through the planning process. It contains coverage of information technology and advertising, interactive advertising.

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About the author (2000)

Ray Wright is now a Senior Marketing Lecturer at the Anglia Business School within the Anglia Polytechnic University.

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