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ADVERTISING AND PROMOTION: AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE: GLOBAL EDITION

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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.

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Availability

10013199	659.1 BEL a 10th	RLC MM (Rak Buku Wajib)	Available
10013053	659.1 BEL a 10th (1)	RLC MM (Rak Buku Wajib)	Available
10013054	659.1 BEL a 10th (2)	RLC MM (Rak Buku Wajib)	Available
10013055	659.1 BEL a 10th (3)	RLC MM (Rak Buku Wajib)	Available
10013057	659.1 BEL a 10th (4)	RLC MM (Rak Buku Wajib)	Available
10013070	659.1 BEL a 10th (5)	RLC MM (Rak Buku Wajib)	Available

Detail Information

Series Title

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Statement of Responsibility

George E. Belch

Call Number

659.1 BEL a 10th

Publisher

New York : McGraw-Hill., 2012

Collation

xxxvi, 842 p. : ill ; 27cm

Language

English

ISBN/ISSN

978-981-4575-11-9

Classification

659.1

Content Type

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Edition

10th. ed

Subject(s)

Promotion Strategies
Buku Wajib
Business Marketing
Advertising
Business Education

Specific Detail Info

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