ISE Advertising and Promotion – An Integrated Marketing Communications Perspective (12th Edition)
Format: PDF eTextbooks
ISBN-13: 978-1260570991
ISBN-10: 1260570991
Delivery: Instant Download
Authors: George Belch
Publisher: McGraw-Hill
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, 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. 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.
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