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ISE Advertising and Promotion: An Integrated Marketing Communications Perspective

George E. Belch, Michael A. Belch · ISBN 9781260570991
ISE Advertising and Promotion: An Integrated Marketing Communications Perspective | Zookal Textbooks | Zookal Textbooks
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Description

Publisher McGraw-Hill Education
Author(s) George E. Belch / Michael A. Belch
Edition 12
Published 17th November 2019
Related course codes MKTG3112 - Marketing Communications


Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer.  Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples
-Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout
-Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
-New in Connect! Advertising Mini Sims, New Case Analysis and Live Action Videos, and the New Advertising Video Library




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