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Title Details

RRP / List Price: $180.00

Title   Advertising and Promotion : An Integrated Marketing 

ubiq Price: $162.00

Author   BELCH George / BELCH Michael  ISBN   9781259548147  Add to shopping cart   
Publisher   McGraw-Hill  Group   Commerce/Law View shopping cart
Binding   Hardback Category   Marketing  Terms and conditions
Edition   11 Type   Go back
Publication Year   2017 
Subject   Advertising 
Stock Status   Not currently in stock - contact store for availability 
Order Status   Not currently on order 
Synopsis 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.

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