Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition
ISBN-13:
9780078028977
ISBN-10:
0078028973
Edition:
10th
Author:
George E. Belch, Michael A. Belch
Publication date:
2014
Publisher:
McGraw-Hill
Format:
Hardcover
1760 pages
Category:
Advertising
,
Marketing & Sales
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Book details
ISBN-13:
9780078028977
ISBN-10:
0078028973
Edition:
10th
Author:
George E. Belch, Michael A. Belch
Publication date:
2014
Publisher:
McGraw-Hill
Format:
Hardcover
1760 pages
Category:
Advertising
,
Marketing & Sales
Summary
Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition (ISBN-13: 9780078028977 and ISBN-10: 0078028973), written by authors
George E. Belch, Michael A. Belch, was published by McGraw-Hill in 2014.
With an overall rating of 4.1 stars, it's a notable title among other
Advertising
(Marketing & Sales) books. You can easily purchase or rent Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition (Hardcover, Used) from BooksRun,
along with many other new and used
Advertising
books
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Description
In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.
To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.
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