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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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
United States
McGraw-Hill Education
2018
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Advertising and Promotion AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE