Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition By George E Belch

As the first definitive text to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications (IMC) strategy, this new special Indian edition of Advertising and Promotion continues to provide the most comprehensive and current knowledge for teaching the subject from an IMC Perspective. Built around an integrated marketing communications planning model, it recognizes the importance of coordinating all elements of the promotional mix to develop and implement an effective communications program.

 

Features:

 

• Updated chapter on the Internet and Interactive Media discussing new Internet-based tools and strategies used by modern-day marketers.
• Technology Perspectives, new to this edition, focus on how changes and advances in technology impact the practice of IMC.
• New and updated IMC, Global, Indian and Ethical Perspectives stimulate interest of the readers and acquaint them with the real world scenarios.
• New chapter Opening Vignettes provide interesting insights into the current trends and developments that are taking place in the advertising world.
• 17 Career Profiles of successful international and Indian marketers working in the communications industry.
• In-text data and factual information pertaining to Indian markets and industry.