ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

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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 fro...

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Bibliographic Details
Main Authors: Belch, George E. (Author), Belch, Michael A. (Author)
Format: Book
Language:English
Published: United States McGraw-Hill Education 2018
Subjects:
Advertising
Sales promotion
Communication in marketing
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