ADVERTISING AND PROMOTION - Brossura

Belch, George; Belch, Michael

Brossura

ISBN 10: 0071314407 ISBN 13: 9780071314404

Casa editrice: McGraw-Hill Education, 2011

Riassunto

Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

Su questo libro

L'autore:

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2011
• ISBN 10: 0071314407
• ISBN 13: 9780071314404
• Rilegatura: Copertina flessibile
• Numero di pagine: 808