Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing),Used
Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing),Used
Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing),Used

Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing),Used

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SKU: SONG1259548147
Brand: McGraw-Hill Education
Regular price$8.60
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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.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

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