Advertising and promotion : an integrated marketing communications perspective

dc.contributor.author	Belch, George E.
dc.contributor.author	Belch, Michael A.
dc.date.issued	2018
dc.identifier.isbn	978-1-259-54814-7
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/8039
dc.description.abstract	In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
dc.format	xli, 764 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	11th edition