MARKETING COMMUNICATIONS

RECOMMENDED TEXTS

George E. Belch and Michael A. Belch (1998), Advertising and Promotion: An Integrated Marketing Communications Perspective, 4^th edition, Irwin/McGraw-Hill.

OR

Rajeev Batra, John G. Myers, and David A. Aaker (1996), Advertising Management, 5^th edition, Prentice Hall.

OR

William D. Wells, John Burnett, and Sandra Moriarty (2000), Advertising: Principles and Practice, 5^th edition, Prentice Hall.

SUPPLEMENTARY READINSG

There are no supplementary readings. Candidates may however subscribe to advertising magazines to keep updated on advertising campaigns in their country and the region.

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