Advertising and Promotion - Softcover

Belch, George

Softcover

ISBN 10: 1259921697 ISBN 13: 9781259921698

Publisher: Editorial McGraw-Hill, 2017

Synopsis

ISBN: 9781259921698 is an International Student Edition of Advertising and Promotion 11th Edition by  George E Belch This ISBN 9781259921698 is Textbook only. It will not come with online access code. Online Access code (should only be purchased when required by an instructor ) sold separately at other ISBN. The content of of this title on all formats are the same. 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.

About this edition

• Publisher: Editorial McGraw-Hill
• Publication date: 2017
• ISBN 10: 1259921697
• ISBN 13: 9781259921698
• Binding: Paperback