Advertising and Promotion: an Integrated Marketing Communications Perspective

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Advertising and Promotion: an Integrated Marketing Communications Perspective

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.

Statement of Responsibility

Author(s)

Belch, George - Personal Name

Edition

10th

Call Number

658.81 Bel a

ISBN/ISSN

9789814575119

Subject(s)

Marketing

Classification

658.81

Series Title

GMD

Text

Language

English

Publisher

McGraw-Hill

Publishing Year

2015

Publishing Place

Singapore

Collation

842p

Specific Detail Info

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