Advertising and promotion : an integrated marketing communications perspective
Belch, George E. (George Edward), 1951-2012
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This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.
Main title:
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
Edition:
9th ed., Global ed. / with contributions by Jörg Dietzel.
Imprint:
New York : McGraw-Hill/Irwin, c2012.
Collation:
xxxv, 769 p. : ill. (chiefly col.), col. ports. ; 28 cm.
Notes:
Previous ed.: 2009.Includes bibliographical references and index.
Audience:
Specialized.
ISBN:
9780071314404 (pbk. :)
Dewey class:
659.1
Language:
English
BRN:
490249