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Florida Gulf Coast University - Fall 2012 | ||
Section 80105 | ||
 | Advertising and Promotion: An Integrated Marketing Communications Perspective, (9th Edition) by George E. Belch, Michael A. Belch Hardcover, 864 Pages, Published 2011 ISBN-10: 0-07-340486-1 / 0073404861 ISBN-13: 978-0-07-340486-8 / 9780073404868 Overview: 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 achieve | |