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    Advertising and Promotion: an Integrated Marketing Communications Perspective

    by: George E. Belch, Michael A. Belch

    Advertising and Promotion: an Integrated Marketing Communications Perspective
    Categories
    Textbook/Educational Curriculum
    College & Above

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    Advertising and Promotion: an Integrated Marketing Communications Perspective

    Advertising and Promotion: an Integrated Marketing Communications Perspective

    By: George E. Belch

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    Advertising and Promotion: an Integrated Marketing Communications Perspective

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    Overview

    Publisher Description

    To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/...

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