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Advertising and Promotion 10e: An Integrated Marketing Communica


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.

More Information
Weight 2.3500
By Belch
Country of Publication United States
Dimensions 27.6 x 22.1 cm
Edition 10e
Format Hardcover
ISBN/EAN 9780078028977
Pagination 880
Publication Date Feb 28, 2014
Publisher McGraw-Hill Education
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