Advertising and Promotion: An Integrated Marketing

Advertising and Promotion: An Integrated Marketing Communications Perspective

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 ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œbig pictureÃƒÂ¢Ã¢â€šÂ¬Ã‚Â 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.

Country	USA
Author	George Belch
Binding	Kindle Edition
Edition	10th
EISBN	9780077512637
Format	Kindle eBook
Label	McGraw-Hill Higher Education
Manufacturer	McGraw-Hill Higher Education
NumberOfPages	1760
PublicationDate	2014-01-10
Publisher	McGraw-Hill Higher Education
ReleaseDate	2014-01-10
Studio	McGraw-Hill Higher Education

Advertising and Promotion: An Integrated Marketing Communications Perspective