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Advertising and Promotion: An Integrated Marketing Communications Perspective by George Belch, Michael Belch (Hardcover, 2014)

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.

Author
George Belch, Michael Belch
Publication Name
Advertising and Promotion: an Integrated Marketing Communications Perspective
Format
Hardcover
Language
English
Subject
Advertising
Publication Year
2014
Type
Textbook
Number of Pages
1760 Pages

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