Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb

George E Belch; Michael A Belch; George Belch; Michael Belch

ISBN 10: 0072866144 / ISBN 13: 9780072866148

Editore: McGraw-Hill/Irwin, 2003

Pages are clean and are not marred by notes or folds of any kind. ~ ThriftBooks: Read More, Spend Less. Codice articolo G0072866144I2N00

Riassunto:

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, 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.

Dati bibliografici

Titolo: Advertising and Promotion: An Integrated ...
Casa editrice: McGraw-Hill/Irwin
Data di pubblicazione: 2003
Legatura: Hardcover
Condizione: As New
Condizione sovraccoperta: No Jacket