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Advertising and Promotion: An Integrated Marketing Communications Perspective

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ISBN-10: 1259548147

ISBN-13: 9781259548147

Edition: 2017

Authors: George E. Belch, Michael A. Belch

List price: $333.00
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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…    
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Book details

List price: $333.00
Copyright year: 2017
Publisher: McGraw-Hill College
Binding: Cloth Text 
Size: 8.45" wide x 10.75" long x 1.25" tall
Weight: 4.400
Language: English