Advertising and Promotion: An Integrated Marketing Communications Perspective
by George E. Belch, Michael A. Belch
Advertising and Promotion: An Integrated Marketing Communications Perspective offers a focused examination of advertising and promotional practices as connected parts of marketing communication. Written by George E. Belch and Michael A. Belch, it provides readers with a broad foundation for understanding these central business and marketing topics.
About This Book
Advertising and Promotion: An Integrated Marketing Communications Perspective examines advertising and promotional activity within the broader field of marketing communications.
Written by George E. Belch and Michael A. Belch, the book presents an integrated perspective on how communication-related marketing functions can be understood together.
It is suited to readers seeking a structured introduction to advertising, promotion, and their relationship to integrated marketing communications.
Reviews
No reviews yet. Be the first to review this book!