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ADVERTISING AND PROMOTION: AN UNTEGRATED 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. 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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Availability

10013072

659.1 BEL a 11th

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 11th

Publisher

New York : McGraw-Hill., 2018

Collation

xii, 764 p. : ill ; 27cm

Language

English

ISBN/ISSN

978-1-259-92169-8

Classification

659.1

Content Type

-

Edition

11th. Ed

Subject(s)

Promotion Strategies
Buku Wajib
Business Marketing
Advertising
Business Education

Specific Detail Info

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