- Normandi Ellis, Nicki Scully
By: George E. Belch, Michael A. Belch
Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing)
To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws f
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