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This is a ground breaking text in that it was one of the first to teach students about the integrated marketing approach. This is particularly relevant in a contemporary sense because of the move beyond traditional advertising platforms. It highlights how an integrated marketing approach must harness the digital world and how businesses must build strategies around the changing media environment. It is written in a brilliantly engaging style with many examples of real life situations and exercises for college students to develop their knowledge and practice their skills. We have many cheap marketing textbooks of high calibre available to buy or rent in great condition. Students who have completed their studies can take advantage of our buyback service.
Michael A. Belch is the author of 'Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition', published 2011 under ISBN 9780073404868 and ISBN 0073404861.