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ISE Advertising and Promotion

George Belch

  • Bindwijze: Paperback
  • Taal: en
  • Categorie: Managementboeken
  • ISBN: 9781259921698
a Advertising and Promotion: An Integrated Marketing Communications Perspective with Connect Plus with LearnSmart 180 days Card
Inhoud
Taal:en
Bindwijze:Paperback
Oorspronkelijke releasedatum:06 augustus 2017
Aantal pagina's:896
Illustraties:Nee
Betrokkenen
Hoofdauteur:George Belch
Tweede Auteur:George Belch
Tweede Auteur:George Belch
Overige kenmerken
Editie:11th edition
Studieboek:Ja
Verpakking breedte:224 mm
Verpakking hoogte:274 mm
Verpakking lengte:274 mm
Verpakkingsgewicht:1560 g
Overige kenmerken
Editie:11th edition
Studieboek:Ja
Verpakking breedte:224 mm
Verpakking hoogte:274 mm
Verpakking lengte:274 mm
Verpakkingsgewicht:1560 g

Samenvatting

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. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.