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University of Houston - Downtown - SPRING 2011 DNTN | ||
Section 21500 | ||
 | Advertising and Promotion: An Integrated Marketing Communications Perspective (8th Edition) by George E. Belch, Michael A. (Col) Belch, Shimp Terence Hardcover, 864 Pages, Published 2008 ISBN-10: 0-07-338109-8 / 0073381098 ISBN-13: 978-0-07-338109-1 / 9780073381091 Belch/Belch 8th 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 success. I | |