Advertising And Promotion An Integrated Marketing Communications Perspective(12th International Edition)
Authors:
George Belch, Michael Belch
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Solution Manual Includes
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$9.99
Book details
ISBN: 1260570991, 978-1260570991
Book publisher: McGraw Hill
Book Price $0 : Advertising And Promotion: An Integrated Marketing Communications Perspective by George Belch and Michael Belch offers a comprehensive exploration of the multifaceted world of advertising and promotion within the context of integrated marketing communications (IMC). As the 12th edition of this influential text, it delves into the dynamics of contemporary marketing strategies, focusing on the synergy between various promotional channels. The book covers essential components of advertising, digital marketing, public relations, and sales promotion, emphasizing the importance of a cohesive strategy. It introduces readers to the concept of IMC, highlighting how a unified approach can enhance brand messaging and audience engagement. Key themes like consumer behavior, market segmentation, and media planning are meticulously dissected, offering an analytical framework for students and professionals alike. The authors provide a detailed table of content that guides the reader through each chapter's core concepts, such as strategic planning, creative strategy, and measurement of promotional effectiveness. Additionally, this edition includes a solution manual and an answer key, assisting both instructors and students in grasping complex ideas, and ensuring that key learning objectives are met. The textbook has been well-received, noted for its insightful analysis and practical approach to marketing challenges. By integrating case studies and current examples, it remains relevant to today’s fast-evolving advertising landscape.
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