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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 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.
Availability
2020017053bel | 659.1 BEL a | Perpustakaan Pascasarjana UNJ | Available |
Detail Information
Series Title |
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Call Number |
659.1 BEL a
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Publisher | McGrawHill Education : New York., 2018 |
Collation |
xli, 764 hlm. : ilus. ; 27,5 cm
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Language |
English
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ISBN/ISSN |
978-1-259-92169-8
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Classification |
659.1
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Content Type |
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Media Type |
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Carrier Type |
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Edition |
Edisi ke- 11
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Subject(s) |
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Specific Detail Info |
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Statement of Responsibility |
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Other version/related
No other version available