Advertising and Promotion:

Advertising and Promotion: an Integrated Marketing Communications Perspective Belch, George Primary Author mixed material bibliography Singapore McGraw-Hill 2015 monographic 10th en English 842p 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. Marketing 658.819789814575119 Podomoro University Digital Library 658.81 Bel a 2017.04.1841 My Library 658.81 Bel a 2017.04.1842 My Library 658.81 Bel a Advertising_and_Promotion.jpg.jpg 1661 2017-04-13 11:10:44 2017-04-13 11:11:40 machine generated