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This book discusses the role of advertising and promotion in modern marketing. It explains how to effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs. Topics covered include advertising, consumer behaviour, communications, marketing, sale…
Belch/Belch 9th edition continues its advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to …