Roll over image to zoom in
Advertising and Promotion: An Integrated Marketing Communications Perspective
£0.70
Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.
Read more
Additional information
| Publisher | 9th edition (16 Aug. 2011), McGraw-Hill Education |
|---|---|
| Language | English |
| Paperback | 808 pages |
| ISBN-10 | 9780071314404 |
| ISBN-13 | 978-0071314404 |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
by ZHAOCHUFU
almost brand new though it is a second-hand book.No notes and marks
by chiruso
Very clear layout and good examples.
The topics covered are complete and up-to-date.
I’m glad I bought it and I recommend it.
by robertajani@hotmail.com
I am very pleased with the book. Excellent condition. Thanks very much.
by Anisa Jamil
I am currently using this book to revise for my upcoming exam in Advertising and Promotional Management. The text book was recommended by my lecturer among others but promoted as the main text. I find the content is fairly relevant with some insightful and current case studies. However it is written in a disjointed manner. The chapters dip in and out of various topics and it doesn’t seem to have a logical flow. I also feel it could be written in a more concise and direct manner; the same point being made several times in different ways can be tiresome. If I had time I would search for a better textbook.
by Amazon Customer
Really nice quality. Does not even seem like used. It was also delivered earlier than expected.
by j.s.unwin
Does what it says on the box
by ron the dog
A very clear and informative textbook on modern marketing communications.
by Shaz
The exact book I wanted for my studies and at a great price!