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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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch/Guolla 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. Belch/Belch/Guolla conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
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Advertising & Promotion, George Belch, Michael Belch, Michael Angelo Guolla
- Taal
- Jaar van publicatie
- 2003
- product-detail.submit-box.info.binding
- (Hardcover),
- Staat van het boek
- Beschadigd
- Prijs
- € 1,61
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- Ondertitel
- An Integrated Marketing Communications Perspective
- Taal
- Engels
- Uitgever
- McGraw-Hill Ryerson
- Jaar van publicatie
- 2003
- Formaat
- Hardcover
- ISBN10
- 0070898588
- ISBN13
- 9780070898585
- Reeks
- Tags
- Non-fictie, Studieboeken, Handel, Business & Management, Handleidingen en Gidsen, School, Marketing & Verkoop
- Beoordeling
- 3,85 van 5
- Aantekening
- 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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch/Guolla 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. Belch/Belch/Guolla conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.