Advertising and Promotion: An Integrated Marketing Communications Perspective

Belch, G.E. & Belch, M.A.

ISBN 10: 0071314407 / ISBN 13: 9780071314404

Editore: Mcgraw-Hill Education, 2012

Riguardo questo articolo

This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1650grams, ISBN:9780071314404.

Codice articolo 8446906

Dati bibliografici

• Titolo: Advertising and Promotion: An Integrated Marketing Communications Perspective
• Editore: Mcgraw-Hill Education
• Data di pubblicazione: 2012
• Lingua: Inglese
• ISBN 10: 0071314407
• ISBN 13: 9780071314404
• Rilegatura: Brossura
• Condizione: Poor
• Peso: 1650 grammi
• Cataloghi dei venditori:
  • Business

Descrizione articolo

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.

Informazioni sugli autori

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

Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.