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Description| Publisher | McGraw-Hill Education |
| Author(s) | George E. Belch / Michael A. Belch / Gayle Kerr / Irene Powell / David Waller |
| Subtitle | An Integrated Marketing Communication Perspective 4e (Pack - includes Connect) |
| Edition | 4 |
| Published | 18th August 2019 |
| Related course codes |
An Integrated Marketing Communication Perspective 4e (Pack - includes Connect)
Advertising 4e has been fully revised to reflect the rapidly evolving advertising industry by beginning from the premise that everything is digital. To introduce students to the power of digital marketing, this edition contains two new chapters on Search and Analytics, which underpin all modern communication systems. A third new chapter on Integration and Synergy demonstrates how these tools can be brought together to form a measurable, customer-focused IMC plan.The fourth edition brings together an author team of highly experienced teachers and industry professionals to produce a learning resource that is both pedagogically sound and reflective of the most current industry practices.
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