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ISBN: 0073404861 / ISBN-13: 9780073404868

Advertising and Promotion: An Integrated Marketing Communications Perspective

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While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations' ... Show synopsis

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  • Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/McGraw-Hill) – Hardcover (2011)
    by George Belch, Michael Belch

    Advertising and Promotion: An Integrated Marketing Communications Perspective

    Hardcover, Irwin/McGraw-Hill
    2011
    English
    9th ed.
    864 pages

    ISBN: 0073404861
    ISBN-13: 9780073404868

    Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling). Belch/Belch ... Show more

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