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Advertising and Promotion Paperback – 6 August 2017

by George Belch (Author)
4.0 out of 5 stars 4 ratings
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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 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.
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  1. Print length
    764 pages
  2. Language
    English
  3. Publisher
    McGraw-Hill Education
  4. Publication date
    6 August 2017
  5. Dimensions
    22.35 x 3.05 x 27.43 cm
  6. ISBN-10
    1259921697
  7. ISBN-13
    978-1259921698
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Advertising and Promotion: An Integrated Marketing Communications Perspective
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About the Author

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Product details

  • Publisher ‏ : ‎ McGraw-Hill Education
  • Publication date ‏ : ‎ 6 August 2017
  • Edition ‏ : ‎ 11th
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 764 pages
  • ISBN-10 ‏ : ‎ 1259921697
  • ISBN-13 ‏ : ‎ 978-1259921698
  • Item weight ‏ : ‎ 1.56 kg
  • Dimensions ‏ : ‎ 22.35 x 3.05 x 27.43 cm
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  • Ghassan El-Hallak
    5.0 out of 5 stars Perfect end
    Reviewed in the United Kingdom on 3 October 2019
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    Arrived on time and no damage so all around are perfect,thanks
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