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Advertising and Promotion: An Integrated Marketing Communications Perspective

Authors: George Belch, Michael Belch
Publisher: McGraw-Hill/Irwin
Category: Book

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Sales Rank: 20,579

Languages: English (Unknown), English (Original Language), English (Published)
Media: Hardcover
Edition: 8th
Pages: 864
Number Of Items: 1
Shipping Weight (lbs): 0
Dimensions (in): 10.9 x 8.6 x 1.2

ISBN: 0073381098
EAN: 9780073381091
ASIN: 0073381098

Publication Date: July 1, 2008
Availability: Usually ships in 1-2 business days

Also Available In:

•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective
•	Kindle Edition - Advertising and Promotion: An Integrated Marketing Communications Perspective
•	Paperback - Advertising and Promotion: An Integrated Marketing Communications Perspective (The Mcgraw-Hill/Irwin Series in Marketing)
•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective
•	Hardcover - Advertising and Promotion An Integrated Marketing Communications Perspective,6th edition
•	Hardcover - Advertising and Promotion with Powerweb
•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition (The Mcgraw-Hill/Irwin Series in Marketing)
•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin/McGraw-Hill Series in Marketing)
•	Paperback - Advertising and Promotion with Powerweb
•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective
•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective
•	Hardcover - Advertising and Promotion: An Integrated Marketing Communications Perspective
•	Kindle Edition - Advertising and Promotion: An Integrated Marketing Communications Perspective

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Editorial Reviews:

Product Description
Belch/Belch 8th 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.

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