ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE
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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| Format: | Book |
| Language: | English |
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United States
McGraw-Hill Education
2018
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Advertising and Promotion An Integrated Marketing Communications Perspective
Published 2001
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Advertising and Promotion AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE 
Advertising and promotion an integrated marketing communications perspective