Advertising and Promotion: An Integrated Marketing Communications Perspective
by George E. Belch, Michael A. Belch, Michael A. Guolla
Advertising and Promotion offers a focused introduction to integrated marketing communications, bringing advertising and promotional activities together within a broader marketing perspective. Written by George E. Belch, Michael A. Belch, and Michael A. Guolla, it serves as a foundation for students and professionals exploring marketing communications.
About This Book
Advertising and Promotion presents an integrated marketing communications perspective on promotional strategy.
The book focuses on advertising and promotion as connected elements of broader marketing efforts.
Written by George E. Belch, Michael A. Belch, and Michael A. Guolla, it is designed for readers studying or working in marketing communications.
Its subject matter provides a foundation for understanding the role of promotional activities in contemporary business.
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