Advertising And Promotion: An Integrated Marketing Communications Perspective, 9th Edition

Brand: McGraw-Hill Education
SKU: DADAX0073404861
ISBN : 9780073404868
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Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition

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 is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Specifications of Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition

GENERAL
AuthorGeorge E. Belch, Michael A. Belch
BindingHardcover
LanguageEnglish
Edition9th
ISBN-100073404861
ISBN-139780073404868
PublisherMcGraw-Hill Education
Number Of Pages864
Publication Date2011-01-25
DIMENSIONS
Height11.6 inch.
Length8.3 inch.
Width1.4 inch.
Weight4.2 pounds.

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