Advertising and Promotion: An Integrated Marketing Communications Perspective
by George Belch
Advertising and Promotion: An Integrated Marketing Communications Perspective offers a structured introduction to advertising and promotional communication as components of marketing. Written by George Belch, this business and education resource is designed for readers who want to understand these subjects through an integrated marketing communications framework.
About This Book
Advertising and Promotion: An Integrated Marketing Communications Perspective presents an academic examination of advertising and promotional communication within marketing.
The book centers on an integrated marketing communications perspective, emphasizing how advertising and other promotional activities can be understood as parts of a broader marketing approach.
It is suited to readers seeking a foundational business and marketing resource focused on advertising, promotion, and communications.
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