Language : English
Published : 2017-08-06
Advertising and Promotion 11th International Edition
To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch’s Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.
In addition to thorough coverage of advertising, Belch’s eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Lind/Marchal/Wathen is a perennial market best seller due to its comprehensive coverage of statistical concepts and methods delivered in a student friendly, step-by-step format. The text presents concepts clearly and succinctly with a conversational writing style and illustrates concepts through the liberal use of business-focused examples that are relevant to the current world of a college student. Known as a “student’s text,” Lind’s supporting pedagogy includes self-reviews, cumulative exercises, and coverage of software applications including Excel, Minitab, and MegaStat for Excel. And now, McGraw-Hill’s adaptive learning component, LearnSmart, provides assignable modules that help students master chapter core concepts and come to class more prepared. In addition, resources within Connect Plus help students solve problems and apply what they’ve learned. Lind’s real-world examples, comprehensive coverage, and superior pedagogy combine with a complete digital solution to help students achieve higher outcomes in the course.
Business Communication: Building Critical Skills was built to provide the ultimate in freedom, flexibility, and focused classroom. Broken into 30 modular chapters, this text provides topic-focused modules, allowing instructors to customize their resources piece-by-piece to best suite their course and teaching style. Each module has a strong workplace activity orientation, supporting students to build critical skills in writing, speaking, and listening. Locker/Kaczmarek is grounded in solid business communication fundamentals, and supports students to piece together what is needed to be a successful communicator for the 21st century.