Advertising and promotion : an integrated marketing communications perspective

dc.contributor.author	Belch, George E.
dc.contributor.author	Belch, Michael A.
dc.date.issued	2021
dc.identifier.isbn	978-1-260-57099-1
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/13108
dc.description.abstract	This comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates! Demonstrates the applicability of the content to the real world of marketing communications via real-life examples; Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout; Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
dc.format	xxxi, 740 p. : ill.
dc.language.iso	en
dc.publisher	McGraw-Hill
dc.subject	Advertising
dc.subject	Sales promotion
dc.subject	Communication in marketing
dc.title	Advertising and promotion : an integrated marketing communications perspective
dc.type	Book
dc.description.version	12th edition