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Advertising and Promotion: An Integrated Marketing Communications Perspective

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71192019IC1HF5823 B387 2018 C1IPMI Kalibata (Library Reserved)Available
71192019IC2HF5823 B387 2018 C2IPMI Kalibata (General Books)Available

Publisher :McGraw-Hill Education , 2018

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.

Series Title
-
Call Number
HF5823 B387 2018
Publisher Place New York, NY
Collation
xli, 764p; 28cm
Language
English
ISBN/ISSN
9781259921698
Classification
HF5823
Media Type
-
Carrier Type
-
Edition
11th ed
Subject(s)
Specific Info
-
Statement
Content Type
-

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