Advertising and Promotion AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

Advertising and Promotion AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

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Belch/Belch 8th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In o...

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Bibliographic Details
Main Authors: Belch George E 1951- (Author), Belch, Michael A. (Author)
Format: Book
Language:English
Published: Boston McGraw-Hill Irwin 2009
Edition:EIGHTH EDITION
Subjects:
Advertising
Sales promotion
Communication in marketing
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