McGraw-Hill Education

Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Edition) George E Belch and Michael A Belch

9781259548147 | Brand New | International Edition | Paperback
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Condition:
New
Availability:
In Stock, Ships within 1 business day
Weight:
4.20 LBS
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Calculated at Checkout
Author:
George E Belch and Michael A Belch
Edition:
11th
Publisher:
McGraw-Hill Education
ISBN-10:
1259548147 (Reference Only)
ISBN-13:
9781259548147 (Reference Only)
Our ISBN-10:
1259921697
Our ISBN-13:
9781259921698
Language:
English
Format:
Paperback
Access Code:
No
Current stock: 0

Description

Description

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

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Additional Info

Additional Info

Condition:
New
Availability:
In Stock, Ships within 1 business day
Weight:
4.20 LBS
Shipping:
Calculated at Checkout
Author:
George E Belch and Michael A Belch
Edition:
11th
Publisher:
McGraw-Hill Education
ISBN-10:
1259548147 (Reference Only)
ISBN-13:
9781259548147 (Reference Only)
Our ISBN-10:
1259921697
Our ISBN-13:
9781259921698
Language:
English
Format:
Paperback
Access Code:
No

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