Advertising and Promotion: An Integrated Marketing Communications Perspective 9781259548147

Course Codes : MARK2053, MKT01907, 24210, MKT570
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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.

Additional Information

ISBN 9781259548147
Publisher Mc GrawHill
Author
Publication Date
Edition 11