Advertising and Promotion: An Integrated Marketing Communications Perspective (IRWIN MARKETING)

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Book details

AuthorBelch, George E.,Belch, Michael A.
PublisherMcGraw Hill
Bindinghardcover
PublishedMarch 10, 2017
EditionStudent
LanguageEnglish
Pages896
ISBN-101259548147
ISBN-139781259548147
Weight4.1 lb
Dimensions
H × W × L		 1.5 in × 8.7 in × 10.9 in

Advertising and Promotion: An Integrated Marketing Communications Perspective (IRWIN MARKETING)

$83.47 $333.00
Availability:
In stock
SKU:
1259548147-4
Condition
Condition notes

Used book in good condition. Pages and cover are intact, with signs of use. Notes or highlighting are possible. CDs and access codes may be missing.

About this book

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...

Read the full 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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