Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
by George Belch, Michael Belch, George E. Belch, Michael A. Belch
Advertising and Promotion offers a comprehensive introduction to integrated marketing communications. Written by George Belch and Michael Belch, this sixth edition explores advertising and promotional activities as connected parts of marketing strategy, with PowerWeb resources included to support coursework and further study.
About This Book
Advertising and Promotion presents an integrated perspective on marketing communications.
The book examines advertising and promotional activities as connected elements of a broader marketing strategy.
It is designed to support study and practical understanding of marketing communications.
This sixth edition includes PowerWeb resources for additional learning support.
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