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###-Book Description Begin-###
by Michael Guolla Professor (Author), George E Belch (Author), Michael A Belch (Author)
Guolla/Belch Advertising and Promotion: An IMC Perspective provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. Utilizing a decision oriented framework, the Sixth Canadian Edition offers current Canadian examples and data, an increased focus on social media and mobile technology, current theory, and visual balance through numerous figures and exhibits.
Paperback: 608 pages
Publisher: M*C*G-Hill Ryerson; 6 edition (Feb. 21 2017)
Language: English
ISBN-10: 1259272303
ISBN-13: 978-1259272301
