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Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing),New
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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 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 promotionalmix elements and the need to understand their role and overall contribution.
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- Q: What is the main focus of 'Advertising and Promotion: An Integrated Marketing Communications Perspective'? A: The book focuses on understanding the overall marketing process, consumer behavior, and communications theory to effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs.
- Q: Who is the author of this book? A: The author of the book is George Belch.
- Q: What is the publication date of this edition? A: This edition was published on March 10, 2017.
- Q: How many pages does this book have? A: The book contains a total of 896 pages.
- Q: What type of binding does this book have? A: This book is bound in hardcover.
- Q: What are some key topics covered in the book? A: Key topics include advertising, sales promotion, direct marketing, Internet marketing including social media and mobile marketing, support media, product placement, and publicity/public relations.
- Q: Is this book suitable for beginners in marketing? A: Yes, the book is designed to provide a foundational understanding of the marketing communications process, making it suitable for beginners.
- Q: Does this book include recent marketing trends? A: Yes, the eleventh edition includes updates on recent marketing trends such as social media and mobile marketing.
- Q: What edition is this book? A: This is the 11th edition of 'Advertising and Promotion: An Integrated Marketing Communications Perspective'.
- Q: What is the item condition of this book? A: The item is in new condition.