Advertising and promotion : an integrated marketing communications perspective /

This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this te...

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Bibliographic Details
Main Authors: Belch, George E. 1951-, Belch, Michael A., (Author), Purani, Keyoor (Author)
Format: Printed Book
Language:English
Published: Chennai : McGraw Hill, 2022.
Edition:12e
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Summary:This book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition of this text addresses the many changes taking place in the world of advertising and promotion by an integrated marketing communications (IMC) perspective. This new edition also places heavy emphasis on digital and social media by integrating discussion of these topics throughout the text.
Item Description:Revised edition of the authors' Advertising and promotion, [2018]
Includes index.
Physical Description:1 online resource
Audience:Ages 18+
ISBN:9789354600807