Advertising An Integrated Marketing Communication Perspective 4th Edition by George E. Belch
By: Belch, George E.; Belch, Michael A.; Kerr, Gayle; Waller, David; Powell, Irene H.
Print ISBN: 9781760422400, 1760422401
eText ISBN: 9781760422417, 176042241X
Copyright year: 2020
The fourth edition of Advertising brings together an author team of highly experienced teachers and industry professionals to produce a learning resource that is both pedagogically sound and reflective of the most current industry practices. This new edition is fully revised to reflect the rapidly evolving advertising industry by beginning from the premise that everything is digital. To introduce students to the power of digital marketing, this edition contains two new chapters on Search and Analytics, which underpin all modern communication systems. A third new chapter on Integration and Synergy demonstrates how these tools can be brought together to form a measurable, customer-focused IMC plan.
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