Advertising and Promotion: An Integrated Marketing Communications Perspective - Hardcover

Belch, George E.; Belch, Michael A.

 
9780078028977: Advertising and Promotion: An Integrated Marketing Communications Perspective
Hardcover
ISBN 10: 0078028973 ISBN 13: 9780078028977
Verlag: McGraw-Hill Professional, 2014

Inhaltsangabe

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.

To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

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Über die Autorinnen und Autoren

Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

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

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Verlag
McGraw-Hill Professional
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
0078028973
ISBN 13 
9780078028977
Einband
Gebundene Ausgabe
Anzahl der Seiten
842
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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