Introduction to Advertising and Promotion
An Integrated Marketing Communications Perspective
4th Edition
Published on 1. October 1997
Book
Hardback
800 pages
978-0-256-21899-2 (ISBN)
Description
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
More details
Edition
4th Revised edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 230 mm
Weight
1890 gr
ISBN-13
978-0-256-21899-2 (9780256218992)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
George E. Belch | Michael A. Belch
Advertising and Promotion
An Integrated Marketing Communications Perspective
Book
12/2001
5th Edition
McGraw-Hill Inc.,US
€106.63
Article not available
Content
The role of the IMC in marketing; integrated marketing programme situation analysis; analyzing the communications process; objectives and budgeting for integrated marketing communications programmes; developing the integrated marketing communications programme; monitoring, evaluating and control; special topics and perspectives.