Advertising and Promotion: An Integrated Marketing Communications Perspective is an in-depth textbook on integrated marketing communications (IMC), presenting the principles, strategies, and tools of modern advertising, sales promotion, and marketing communications. The content includes consumer behavior, marketing communications planning, brand management, traditional and digital advertising, public relations, direct marketing, promotions, social media communications, and evaluating the effectiveness of communication programs. The textbook combines theory with practical case studies and examples, helping learners understand and effectively apply marketing communications activities in the modern business environment.

Ngôn ngữ:	eng
Tác giả:	Belch, George E., Belch, Michael A.
Thông tin nhan đề:	Advertising and Promotion: An Integrated Marketing Communications Perspective 11e
Nhà xuất bản:	McGraw-Hill
Loại hình:	Giáo trình, sách tham khảo / Bộ sưu tập: Quản lý kinh doanh
Mô tả vật lý:	896p.
Năm xuất bản:	2018