Advertising: An Integrated Marketing Communication Perspective 4e (Pack - includes Connect)
George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell, David Waller
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.
หมวดหมู่:
ปี:
2020
ฉบับพิมพ์ครั้งที่:
4
สำนักพิมพ์:
McGraw-Hill Education / Australia
ภาษา:
english
ISBN 10:
1760422401
ISBN 13:
9781760422400
ไฟล์:
PDF, 28.20 MB
IPFS:
,
english, 2020
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