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Advertising and Promotion: An Integrated Marketing Communications Perspective (11th edition)

eBook details

  • Authors: George E Belch, Michael A Belch
  • Series: Irwin Marketing
  • File Size: 429 MB
  • Format: PDF
  • Length: 896 pages
  • Publisher: McGraw-Hill Education; 11th edition (March 10, 2017)
  • Language: English
  • ISBN-10: 1259548147
  • ISBN-13: 978-1259548147

Belch/Belch’s Advertising and Promotion: An Integrated Marketing Communications Perspective 11th edition draws from the authors’ extensive research in advertising, communications, marketing, consumer behavior, sales promotion, and other fields to give college students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory.

In addition to thorough coverage of advertising, Belch’s 11th edition has chapters on direct marketing, sales promotion, 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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