Advertising : an integrated marketing communication perspective

dc.contributor.author	Belch, George E.
dc.contributor.author	Belch, Michael A.
dc.contributor.author	Kerr, Gayle
dc.date.issued	2020
dc.identifier.isbn	9781760422400
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/12105
dc.description.abstract	The fourth edition of Advertising brings together an author team of highly experienced teachers and industry professionals to produce a learning resource that is both pedagogically sound and reflective of the most current industry practices. This new edition is fully revised to reflect the rapidly evolving advertising industry by beginning from the premise that everything is digital. To introduce students to the power of digital marketing, this edition contains two new chapters on Search and Analytics, which underpin all modern communication systems. A third new chapter on Integration and Synergy demonstrates how these tools can be brought together to form a measurable, customer-focused IMC plan.
dc.format	xxxi, 552 p. : ill.
dc.language.iso	en
dc.publisher	McGraw-Hill
dc.subject	Advertising
dc.subject	Communication in marketing
dc.title	Advertising : an integrated marketing communication perspective
dc.type	Book
dc.description.version	4th edition