Advertising and Promotion (Global Ed) [Lingua inglese] - Brossura

Belch, George E.; Belch, Michael A.

Brossura

ISBN 10: 9814575119 ISBN 13: 9789814575119

Casa editrice: McGraw-Hill Education, 2018

Riassunto

We are pleased to present this Global Edition, which has been developed specifically to meet the needs of international advertising students.

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 organizations’ 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 recognize 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.

This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.

Su questo libro

L'autore:

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Product Description:

Advertising and Promotion: An Integrated Marketing Communications Perspective

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2018
• ISBN 10: 9814575119
• ISBN 13: 9789814575119
• Rilegatura: Copertina flessibile
• Numero di pagine: 878