000 | 01862nam#a2200253 4500 | ||
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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 |
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100 | 1 |
_aGeorge E. Belch _eauthor |
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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 |
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337 |
_acomputer _bc _2rdamedia |
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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 |