Advertising and Promotion: An Integrated Marketing Communications Perspective
11th Edition
By George Belch and Michael Belch
ISBN10: 1259548147
ISBN13: 9781259548147
Copyright: 2018



- Has chapters on advertising, 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,   - 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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