Author Belch, George E. Additional authorUnknown Publisher McGraw-Hill Education (New York, 2021) Language(eng) English ISBN9781260570991 SeriesUnknown Edition12th ed. SubjectCOMMUNICATION IN MARKETING; NoteUnknown AbstractToday, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples -Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout -Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

Number of pagesxxxi, 740 p. Dimension28 cm. Other descriptionill.