Advertising and Promotion An Integrated Marketing Communications Perspective
by Michael A. Belch George E. Belch
Advertising and Promotion: An Integrated Marketing Communications Perspective offers a structured look at advertising and promotion as connected elements of marketing communications. Written by Michael A. Belch and George E. Belch, it provides readers with a broad foundation for understanding these core marketing topics.
About This Book
Advertising and Promotion: An Integrated Marketing Communications Perspective examines advertising and promotion within the broader context of marketing communications.
The book presents an integrated perspective on these closely related areas, emphasizing their connection rather than treating them as isolated activities.
It is designed for readers seeking a structured introduction to advertising, promotion, and their role in marketing.
Authors Michael A. Belch and George E. Belch provide the book’s perspective on integrated marketing communications.
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