9781259548147-1259548147-Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)

Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)

ISBN-13: 9781259548147
ISBN-10: 1259548147
Edition: 11
Author: George Belch, Michael Belch
Publication date: 2017
Publisher: McGraw Hill
Format: Hardcover 896 pages
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Book details

ISBN-13: 9781259548147
ISBN-10: 1259548147
Edition: 11
Author: George Belch, Michael Belch
Publication date: 2017
Publisher: McGraw Hill
Format: Hardcover 896 pages

Summary

Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing) (ISBN-13: 9781259548147 and ISBN-10: 1259548147), written by authors George Belch, Michael Belch, was published by McGraw Hill in 2017. With an overall rating of 3.6 stars, it's a notable title among other Advertising (Marketing & Sales, Marketing) books. You can easily purchase or rent Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing) (Hardcover, Used) from BooksRun, along with many other new and used Advertising books and textbooks. And, if you're looking to sell your copy, our current buyback offer is $0.42.

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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