Advertising and promotion: an integrated marketing communications perspective | |
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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. |
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Statement of Responsibility | |
Author(s) | Belch, George E. (George Edward) - Personal Name Belch, Michael A. - Personal Name |
Edition | 11th.ed |
Call Number | [KOM-LIB-259] |
Subject(s) | Advertising Sales Promotion Communication in marketing |
Language | English |
Publisher | McGraw-Hill Education |
Publishing Year | 2018 |
Specific Detail Info | |
File Attachment | LOADING LIST... |
Availability | LOADING LIST... |