Advertising and Promotion: An Integrated Marketing Communications Perspective

Type
Book
Authors
 
ISBN 13
9780078028977 
Category
Unknown  [ Browse Items ]
Publication Year
2014 
Publisher
BE 
Pages
1760 
Description
In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century. - from Amzon 
Number of Copies

REVIEWS (0) -

No reviews posted yet.

WRITE A REVIEW

Please login to write a review.