Advertising and Promotion: An Integrated Marketing Communications Perspective

by George E. Belch, Michael Belch, Michael A. Belch

Book Overview

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory.... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1259548147
• ISBN13: 9781259548147
• Release Date: March 2017
• Publisher: McGraw-Hill Education
• Length: 896 Pages
• Weight: 4.16 lbs.
• Grade Range: Postsecondary

Customer Reviews

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Very fast shipping, book looks brand new, great price! A pleasure to work with. Would definitely order from again. Thank you.

COMPREHENSIVE BOOK ABOUT INTEGRATING TRADITIONAL MEDIA

This was a college text book I used over a year ago. It was great to point out the advantages and disadvantages of the various media. Since internet is now playing more into the marketing mix more than ever, I hope new editions expand of the integration of it into traditional media. Excellent resource I still kept after college.

Ties it all together well

I found the soft cover cheaper originally but to my knowledge there's no difference between the two. The book ties advertising, pr, promotion, etc. together well all while giving real world examples with several illustrations and such. It's fairly easy to read and comprehend unlike other high-level marketing books.

Advertising Text Book

This text book is written better than most. The writing style kept my interest better and it uses interesting examples.

Extensive in theory but current and entertaining

This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.