Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition
by George E. Belch, Michael A. Belch
Advertising and Promotion: An Integrated Marketing Communications Perspective offers a comprehensive introduction to advertising and promotional communication. This 10th edition presents the subject through an integrated marketing communications lens, making it a useful educational resource for readers studying marketing, advertising, and promotion.
About This Book
Advertising and Promotion: An Integrated Marketing Communications Perspective presents a broad examination of advertising and promotional activities within an integrated marketing communications framework.
The book focuses on how advertising and promotion can be understood as connected elements of marketing communication.
Written by George E. Belch and Michael A. Belch, this 10th edition is designed as an educational resource for studying contemporary advertising and promotion.
Its integrated perspective supports readers seeking a structured foundation in marketing communications.
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