Advertising and Promotion: An Integrated Marketing Communications Perspective
by George E. Belch, Michael A. Belch
Advertising and Promotion examines marketing communication through an integrated perspective, bringing advertising and promotional activities into a unified framework. Written by George E. Belch and Michael A. Belch, this book provides a focused foundation for readers exploring the role of communication in contemporary marketing.
About This Book
Advertising and Promotion presents an integrated marketing communications perspective on two central areas of marketing.
The book focuses on the relationship between advertising, promotion, and broader communication activities.
Written by George E. Belch and Michael A. Belch, it offers a focused resource for studying marketing communication concepts.
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