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PORTAFOLIO DE EVIDENCIAS


REFERENCIAS
Belch, G. E., & Belch, M. A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
Clow, K. E., & Baack, D. (2016). Integrated Advertising, Promotion, and Marketing Communications (7th ed.). Pearson.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson.
Percy, L. (2018). Strategic Integrated Marketing Communications. Routledge.
Fill, C. (2013). Marketing Communications: Brands, Experiences, and Participation (6th ed.). Pearson.
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (9th ed.). Cengage Learning.
Moriarty, S., Mitchell, N., & Wells, W. (2018). Advertising & IMC: Principles and Practice (11th ed.). Pearson.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson.
Schultz, D. E., & Schultz, H. F. (2004). IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication. McGraw-Hill.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2018). Marketing: An Introduction (13th ed.). Pearson.
Pickton, D., & Broderick, A. (2005). Integrated Marketing Communications (2nd ed.). Pearson Education.
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2017). Marketing: Real People, Real Choices (9th ed.). Pearson.
Duncan, T. (2005). Principles of Advertising and IMC (2nd ed.). McGraw-Hill Education.
East, R., Wright, M., & Vanhuele, M. (2013). Consumer Behaviour: Applications in Marketing (2nd ed.). SAGE Publications Ltd.
Clow, K. E., & Baack, D. E. (2012). Cases in Advertising and Marketing Management: Real Situations for Tomorrow's Managers. SAGE Publications, Inc.
Hackley, C. (2010). Advertising and Promotion: An Integrated Marketing Communications Approach (2nd ed.). SAGE Publications Ltd.
Rossiter, J. R., & Bellman, S. (2005). Marketing Communications: Theory and Applications. Pearson Australia.
Smith, P. R., & Zook, Z. (2016). Marketing Communications: Integrating Offline and Online with Social Media (6th ed.). Kogan Page Publishers.
Egan, J. (2014). Marketing Communications (2nd ed.). SAGE Publications Ltd.
Shah, K. & D'Souza, A. (2008). Advertising and Promotions: An IMC Perspective. Tata McGraw-Hill Education.
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