Recommended book: Advertising and Promotion: An Integrated Marketing Communications Perspective VG

Advertising and Promotion: An Integrated Marketing Communications Perspective VG

Advertising and Promotion: An Integrated Marketing Communications Perspective VG

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Item specifics

Condition:

Very Good: A book that does not look new and has been read but is in excellent condition. No obvious damage to
Format: Hardcover
Language: English ISBN:

9780073404868

Advertising and Promotion: An Integrated Marketing Communications Perspective VG

About this product

Product Information
Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Product Identifiers
Publisher McGraw-Hill Higher Education
ISBN-10 0073404861
ISBN-13 9780073404868
eBay Product ID (ePID) 102910873

Product Key Features
Format Hardcover
Language English

Dimensions
Weight 67.8 Oz
Width 8.3in.
Height 1.4in.
Length 11.6in.

Additional Product Features
Dewey Edition 23
Publication Year 20110000
Illustrated Yes
Dewey Decimal 659.1
Copyright Date 2012
Author Michael A. Belch, George E. Belch
Edition Number 9
Number of Pages 864 Pages
Lc Classification Number Hf5823.B387 2012
Publication Date 2011-01-25
Lccn 2010-040703

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