000			01862nam#a2200253 4500
001			9781456275464
003			VST
005			20240703092229.0
006			m o d
007			cr#un#---uucau
008			190809s2017 MEX eng d
020			_a9781456275464
040			_aVST _cVST _dVST
100	1		_aGeorge E. Belch _eauthor
245	1	0	_aISE Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition _h[Libro Electrónico - McGraw-Hill]
250			_a11th edition
260			_aMexico :
264		1	_aMexico : _bMcGraw-Hill Interamericana, _c2017
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
520			_aTo effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. 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.
856	4	0	_uhttps://bc.vitalsource.com/tenants/bibcent_ex/libraries?bookmeta_vbid=9781456275464
999			_c434500 _d434500