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Marketing Communications and Brand Management (BUS502)

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book 1. Contemporary advertising and integrated marketing communications
Michael F. Weigold, William F. Arens
BUS304

BUS502

book 2. Strategic brand management : building, measuring, and managing brand equity
Kevin Lane Keller, Vanitha Swaminathan
BUS304

BUS502

GEB102

book 3. Principles of marketing
Philip Kotler, Northwestern University, Gary Armstrong, University of North Carolina, Sridhar Balasubramanian, University of North Carolina
BUS130/233

BUS304

BUS340

BUS502

book 4. Advertising and promotion : an integrated marketing communications perspective
George E. Belch & Michael A. Belch, San Diego State University
BUS360

BUS304

BUS130/233

BUS240

BUS502

JOUR450

PRA330


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