Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition

In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions.

To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

• Essentials of Marketing Research
• Public Relations: The Basics
• Essentials of Business Communication
• Exploring Microsoft Office Excel 2016 Comprehensive (Book Only, No MyITLab Included) (Exploring for Office 2016 Series)
• Retailing Management, 9th Edition
• The Basics of Media Writing: A Strategic Approach
• International Marketing
• Marketing Strategy: A Decision-Focused Approach
• Consumer Behavior: Buying, Having, and Being (11th Edition)
• Consumer Behavior: Buying, Having, and Being (12th Edition)