In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations’ promotional programs than just advertising. The changes happening in the world of advertising […]
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 […]
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age.
Advocacy and Opposition: An Introduction to Argumentation presents a comprehensive and practical approach to argumentation and critical thinking for the beginner who needs to construct and present arguments on questions of fact, value, and policy.
Now in its Seventh Edition, Air Transportation: A Management Perspective by John Wensveen is a proven textbook that offers a comprehensive introduction to the theory and practice of air transportation management. In addition to explaining the fundamentals, this book now takes the reader to the leading edge of the discipline, […]
For more than 65 years, Alexander’s Care of the Patient in Surgery has been a trusted source for detailed information on perioperative nursing. Well-known author and educator Jane C. Rothrock sets up a solid foundation for practice, and offers step-by-step instructions for over 400 surgical interventions as well as many […]
Larson’s ALGEBRA AND TRIGONOMETRY incorporates real-world applications, ongoing review, and innovative technology. How Do You See It? exercises give you practice applying the concepts, and new Summarize features and Checkpoint problems reinforce understanding of the skill sets to help you better prepare for tests.