Advertising and Promotion: An Integrated Marketing Communications Perspective
by George Belch, Michael Belch
Advertising and Promotion: An Integrated Marketing Communications Perspective presents a broad examination of advertising and promotional communication within marketing. George Belch and Michael Belch offer an integrated perspective for students and readers interested in understanding the relationship between advertising, promotion, and the wider communications process.
About This Book
Advertising and Promotion: An Integrated Marketing Communications Perspective examines advertising and promotional activities within the broader field of marketing communications.
Written by George Belch and Michael Belch, the book focuses on how different communication approaches can be considered together as part of an integrated perspective.
It is suited to readers seeking an academic or professional introduction to advertising, promotion, and marketing communications.
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