Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing) - Hardcover

Belch, George E.; Belch, Michael A.

 
9781259548147: Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
Hardcover
ISBN 10: 1259548147 ISBN 13: 9781259548147
Verlag: McGraw-Hill Education, 2017

Inhaltsangabe

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorinnen und Autoren

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

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.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
McGraw-Hill Education
Erscheinungsdatum
2017
Sprache
Englisch
ISBN 10 
1259548147
ISBN 13 
9781259548147
Einband
Gebundene Ausgabe
Anzahl der Seiten
896
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

Weitere beliebte Ausgaben desselben Titels

9781260152302: Loose Leaf for Advertising and Promotion: An Integrated Marketing Communications Perspective

Vorgestellte Ausgabe

ISBN 10:  1260152308 ISBN 13:  9781260152302
Verlag: MCGRAW HILL BOOK CO, 2017
Softcover