Advertising and Promotion: An Integrated Marketing...

Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition

George E. Belch, Michael A. Belch
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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.
Catégories:
Année:
2003
Edition:
6th
Editeur::
McGraw-Hill Companies
Langue:
english
Pages:
819
ISBN 10:
0072866144
ISBN 13:
9780072866148
Collection:
The Mcgraw-Hill/Irwin Series in Marketing
Fichier:
PDF, 7.02 MB
IPFS:
CID , CID Blake2b
english, 2003
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