Advertising and Promotion: An Integrated Marketing Communications Perspective
by: Michael Guolla (Author),George Belch(Author),Michael Belch(Author)&1more
Publisher: McGraw Hill Ryerson
Publication Date: 2017/2/21
Language: English
Print Length: 608 pages
ISBN-10: 1259272303
ISBN-13: 9781259272301
Book Description
Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.
About the Author
Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.
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