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    Advertising and Promotion: An Integrated Marketing Communications Perspective (repost)

    Posted By: hill0
    Advertising and Promotion: An Integrated Marketing Communications Perspective (repost)

    Advertising and Promotion: An Integrated Marketing Communications Perspective
    by George E Belch

    English | 2018 | ISBN: 1259548147 | 897 Pages | PDF True | 428 MB

    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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