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Advertising and Promotion: An Integrated Marketing Communications Perspective

Hardcover • 2017 • 1. edition

Advertising and Promotion: An Integrated Marketing Communications Perspective

By George E. Belch, Michael A. Belch

0 Ratings • 0.0 of 5

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About the 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 pro...Show more

Sales and marketing management

Book details

ISBN

9781259548147

Publisher

McGraw-Hill Education

Published year

2017

Language

Edition

1

Original title

Advertising and Promotion: An Integrated Marketing Communications Perspective

Format

Hardcover

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