Advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch.

By:

Belch, George E. (George Edward), 1951- [author]

Contributor(s):

Belch, Michael A [author]

Material type: Text

TextLanguage: English Series: Irwin/McGraw-Hill series in marketingPublication details: [New York, NY] : McGraw-Hill Education, 2015Edition: Tenth edition ; Global edition.Description: xxxvi, 842 pages : illustrations (chiefly colour) ; 28 cm.ISBN:

9789814575119

Subject(s):

LOC classification:

HF5823 .B387 2015

Contents:

Introduction to integrated marketing communications — Integrated marketing communications program situation analysis — Analyzing the communication process — Objectives and budgeting for integrated marketing communications programs — Developing the integrated marketing communications program — Monitoring, evaluation, and control — Special topics and perspectives.

Summary: This Global Edition has been developed specifically to meet the needs of international advertising students. In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a "big picture" approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century. This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona Libre acceso	HF5823 BEL (Browse shelf(Opens below))	Available		B03018

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Previous								Next
Previous	HF5686.F46 PAT Research methods for accounting and finance	HF5822 PAC The hidden persuaders	HF5822 PHI Ethics and manipulation in advertising : answering a flawed indictment	HF5823 BEL Advertising and promotion : an integrated marketing communications perspective	HF5823 LAN Advertising by design : generating and designing creative ideas across media	HF6178 DRU Disruption	HG106 KOO Analysis of financial data	Next

Includes bibliographical references and index.

This Global Edition has been developed specifically to meet the needs of international advertising students.

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a "big picture" approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.