Search results for ""author george belch""
McGraw-Hill Education Advertising and Promotion An Integrated Marketing Communications Perspective
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 authorsâ 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
£246.99
McGraw-Hill Education Advertising and Promotion ISE
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package with Connect and SmartBook 2.0 have also received extensive innovative updates! Contains Ethical, Global and Digital/Social Media Perspectives throughout Explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics. Extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media. Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution. McGraw Hill’s Connect ensures demonstration of marketing communications to real-world scenarios with Smartbook 2.0, Video Cases, Case Analyses, Application-based Activities and much more.
£56.99
McGraw-Hill Companies Loose Leaf for Advertising and Promotion
£186.00
McGraw-Hill Companies Loose Leaf for Advertising and Promotion
£185.74
