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Advertising and Promotion: An Integrated Marketing Communications Perspective

Course Codes : MARK2053, MKT01907, 24210, MKT570

Advertising and Promotion: An Integrated Marketing Communications Perspective

ISBN 9781259548147
Edition 11
Publication Date
Publisher Mc GrawHill
Author(s)
Overview
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.

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