Advertising and Promotion: An Integrated Marketing Communications Perspective

by George E. Belch (Author), Michael A. Belch (Author)

Imported Edition

Delivered in 14-21 working days

Free shipping

Online price: ₹Rs13,692 ₹Rs13,281

You save ₹Rs411

Login/Register to add this product to a wishlist.

You will be asked to pay the full amount when your item is delivered. Only cash is accepted for this type of order. Pay Cash on Delivery

Format: Hardcover

Synopsis of Advertising and Promotion: An Integrated Marketing Communications Perspective

Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling). Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Product details

  • Pages: 864
  • Publisher: McGraw-Hill Education - Europe
  • Published: 1st August 2011
  • Language: English
  • ISBN: 9780073404868
  • Category: Business & Economics

Reviews of Advertising and Promotion: An Integrated Marketing Communications Perspective

Read customer reviews on this product. If you have read this book, why not post your own review?

Be the first to review this product

Also by these authors

Recently viewed by you

Wishlist (x items)
  • hello
Compare (0 items, 0 selected)
Compare selected Deselect all Remove all

Only items of the same type can be compared.