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Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
Advertising and Promotion An Integrated Marketing Communications Perspective - Irwin Marketing
Author: George E Belch, Michael A Belch
To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors? extensive research in advertising, co...  more »
ISBN-13: 9781259548147
ISBN-10: 1259548147
Publication Date: 3/10/2017
Pages: 896
Edition: 11
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Publisher: McGraw-Hill Education
Book Type: Hardcover
Members Wishing: 0
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