Advertising and Promotion: An Integrated Marketing Communications Perspective by George E Belch
English | 20 Feb. 2017 | ISBN: 1259548147 | 897 Pages | PDF | 428.65 MB
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, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.
