Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
By Unknown Author.
Beschrijving
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 strat...
ISBN(s)
1259548147, 9781259548147
