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Advertising and Promotion: An Integrated Marketing Communications Perspective
Advertising and Promotion: An Integrated Marketing Communications Perspective
George E. Belch
Average Customer Review: 3.5 out of 5 stars  See all reviews (2)
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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 success.... Read More

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