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 promotional-mix elements and the need to understand their role and overall contribution.
Product Identifiers
Publisher
Mcgraw-Hill Education
ISBN-13
9781259548147
eBay Product ID (ePID)
232173440
Product Key Features
Author
George Belch, Michael Belch
Publication Name
Advertising and Promotion: an Integrated Marketing Communications Perspective
Format
Hardcover
Language
English
Subject
Management, Marketing
Publication Year
2017
Type
Textbook
Number of Pages
896 Pages
Dimensions
Item Height
285mm
Item Width
231mm
Item Weight
1836g
Additional Product Features
Title_Author
George Belch, Michael Belch
Country/Region of Manufacture
United States
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