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Advertising and promotion : an integrated marketing communication perspective

George Belch, Michael Belch, Gayle Kerr, Irene Powell
Sydney : McGraw-Hill Australia, 2009

ISBN: 9780074717660

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Book description
This highly successful and trusted US textbook has been revised and updated by a talented team of leading researchers from Australia and New Zealand in the field of integrated marketing communication (IMC) and advertising.
Brimming with new material and examples from Australia and New Zealand, this new edition will inspire students and help them to develop an understanding of IMC and its uniqueness as a discipline.
The book begins with the evolution of IMC, current definitions and the concept of integration, and includes methods of IMC planning and evaluation as well as process and synergy measures.  It sheds new light on the strategic aspects of marketing communication, audits and brand-building techniques, drawing on new material from leading industry thinkers and Australian researchers.
Advertising and Promotion: An Integrated Marketing Communication Perspective is essential for the application of marketing communication, in our region and globally.  Responding to market demands, this title is has been comprehensively re-organised into 4 parts (16 chapters) to suit Australia/New Zealand one-semester courses.

About the author
Dr George Belch is professor of marketing and chair of the marketing department at San Diego State University, where he teaches integrated marketing communications, strategic marketing planning and consumer behaviour.
Dr Michael Belch is a professor of marketing at San Diego State University.
Gayle Kerr is a Senior Lecturer in advertising and IMC at the Queensland University of Technology, where she teaches in the areas of advertising management, advertising campaigns and IMC.
Irene Powell is Senior Lecturer, Deputy Head of Department, Department of Marketing, Faculty of Business and Economics at Monash University.

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