Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition


New: $44.99

  • ASIN: 0078028973
Author:
  • 0= George E. Belch
  • 1= Michael A. Belch
  • Binding: Hardcover
    Brand: McGraw Hill
    EAN: 9780078028977
    EANList:
  • EANListElement= 9780078028977
  • Edition: 10th
    ISBN: 0078028973
    IsEligibleForTradeIn: 1
    ItemDimensions:
  • Height= 1090
  • Length= 870
  • Weight= 485
  • Width= 180
  • Label: McGraw-Hill
    Manufacturer: McGraw-Hill
    NumberOfItems: 1
    NumberOfPages: 1760
    PackageDimensions:
  • Height= 160
  • Length= 1080
  • Weight= 485
  • Width= 850
  • PackageQuantity: 1
    ProductGroup: Book
    ProductTypeName: ABIS_BOOK
    PublicationDate: 2014-01-16
    Publisher: McGraw-Hill
    Studio: McGraw-Hill
    Title: Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition
    TradeInValue:
  • Amount= 925
  • CurrencyCode= USD
  • FormattedPrice= $9.25
  • Product 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 pictureā€¯ 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.