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Advertising: An Integrated Marketing Communication(4th Edition)
Authors:
George E. Belch, Michael A. Belch, Gayle Ker
Cover Type:Paperback
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ISBN: 1760422991, 978-1760422998
Book publisher: McGraw Hill
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Book Summary: Advertising 4e has been 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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