HKSYU Course Resources

Advertising and promotion : an integrated marketing communications perspective

George E. Belch & Michael A. Belch, San Diego State University.
New York, NY : McGraw Hill LLC, [2023] ©2024
"Nearly everyone is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them"--

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Bibliographic Information

Format:
book Book
Author:
Belch, George E. (George Edward), 1951-
Subject:
Advertising.
Sales promotion.
Communication in marketing.
Language:
English
ISBN:
9781266149061, 9781266090608, 9781266854668
Course:
BUS360
Consumer Behaviour
BUS304
Marketing Strategy
BUS130/233
Principles of Marketing
BUS240
Customer Insights and Experiences
BUS502
Marketing Communications and Brand Management
JOUR450
Honours Project
PRA330
Advertising Strategy and Design
Bibliography:
Includes bibliographical references and indexes.

 

 


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