Items related to ISE Advertising and Promotion (COLLEGE IE OVERRUNS)

ISE Advertising and Promotion (COLLEGE IE OVERRUNS) - Softcover

Belch, George E.

 
9781259921698: ISE Advertising and Promotion (COLLEGE IE OVERRUNS)
Softcover
ISBN 10: 1259921697 ISBN 13: 9781259921698
Publisher: McGraw Hill, 2017

Synopsis

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

"synopsis" may belong to another edition of this title.

About the Author

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

"About this title" may belong to another edition of this title.

Publisher
McGraw Hill
Publication date
2017
Language
English
ISBN 10 
1259921697
ISBN 13 
9781259921698
Binding
Paperback
Number of pages
896