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
Subjects:
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008 191021s2020 nyu jo 001 0 eng
010 |a  2019044780 
020 |a 9789354600807 
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082 0 0 |a 659.10 
100 1 |a Belch, George E.  |q (George Edward),  |d 1951- 
245 1 0 |a Advertising and promotion :  |b an integrated marketing communications perspective /  |c George Belch & Michael Belch, Both of San Diego State University with Keyoor Purani IIM Kozhikkode 
250 |a 12e 
260 |a Chennai :  |b  McGraw Hill,  |c 2022. 
263 |a 2001 
300 |a 1 online resource 
500 |a Revised edition of the authors' Advertising and promotion, [2018] 
500 |a Includes index. 
520 |a 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. 
521 |a Ages 18+  |b McGraw-Hill Education 
650 0 |a Advertising. 
650 0 |a Sales promotion. 
650 0 |a Communication in marketing. 
700 1 |a Belch, Michael A.,  |e author. 
700 |a Purani, Keyoor  |e author  |9 1590597 
776 0 8 |i Print version:  |a Belch, George E. (George Edward), 1951-  |t Advertising and promotion  |b 12e  |d New York : McGraw-Hill Education, 2020.  |z 9781260259315  |w (DLC) 2019044779 
906 |a 7  |b cbc  |c orignew  |d 1  |e ecip  |f 20  |g y-gencatlg 
942 |2 ddc  |c BK 
955 |a ecip ebook 2019-10-25 
999 |c 387229  |d 387229 
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