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About This Book
Advertising and Promotion: An Integrated Marketing Communications Perspective, 13th Edition
This comprehensive textbook is a go-to resource for students and educators in the field of marketing communications. It's designed to reflect the dynamic and revolutionary changes in the history of marketing communications, making it an essential tool for anyone looking to understand the latest trends and strategies in the industry.
Who Uses It?
Primarily, this book is used by students and instructors in introductory marketing communications courses at the college and university levels. It's also a valuable resource for professionals in the marketing field, including those looking to refresh their knowledge or expand their understanding of integrated marketing communications (IMC) strategies and tactics.
History and Editions
The 13th edition of Advertising and Promotion: An Integrated Marketing Communications Perspective has been updated to address the latest research and discussions in the field. This edition includes extensive discussions around the challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media. It emphasizes the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution to IMC strategies.
Author and Other Works
The authors of this book are George E. Belch and Michael A. Belch. Both authors are renowned experts in the field of marketing communications, known for their ability to explain complex concepts clearly and simply. They have written several other books on marketing communications, contributing significantly to the academic and professional understanding of IMC.
Key Features
- Comprehensive Coverage: The book covers core concepts in marketing communications, including detailed explanations and examples of ethical, global, and digital/social media perspectives.
- Digital Evolution: The text reflects the dynamic changes in media consumption patterns and explores the implications of these changes for IMC strategies and tactics.
- Innovative Digital Support: The book includes a digital support package with Connect and SmartBook 2.0, which have received extensive innovative updates to enhance student learning.
- Accessibility: McGraw Hill prioritizes accessibility, adhering to WCAG AA guidelines in their development efforts and product roadmaps.
Detailed Information
ISBNs and Formats
- Hardcover: ISBN-13: 9781266149061
- eTextbook: Available through various retailers (e.g., VitalSource, TextSurf) with ISBNs like 9781266857218 (VitalSource) and 9781266149061 (TextSurf)
- Rental Options: Various rental durations available from different retailers
Publication Details
- Publisher: McGraw Hill
- Publication Date: September 1, 2023
- Number of Pages: Not specified
- Language: English
Other Editions and Formats
- 12th Edition: Available through McGraw Hill and other retailers
- eTextbook with Connect: ISBN-13: 9781266857218 (VitalSource)
- Related ISBNs:
- 9781266149061 (Hardcover)
- 9781266857218 (eTextbook)
- 9781266857225 (eTextbook with Connect)
This detailed information section provides a quick reference for all the available formats and sources for Advertising and Promotion: An Integrated Marketing Communications Perspective, making it easier to find and access the book in the preferred format.
