Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
by George Belch, Michael Belch
Advertising and Promotion: An Integrated Marketing Communications Perspective examines advertising, promotion, and their place within marketing communications. Written by George Belch and Michael Belch, this academic text provides a structured resource for students and readers seeking a broad foundation in advertising and promotional strategy.
About This Book
Advertising and Promotion: An Integrated Marketing Communications Perspective presents an academic examination of advertising and promotional practices.
The book focuses on integrated marketing communications and the relationship between advertising and broader marketing activity.
Written by George Belch and Michael Belch, it is suited to readers studying marketing, advertising, and promotion.
Its structured perspective supports classroom learning and further exploration of communication strategies in business.
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