Viac o knihe
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.
Nákup knihy
Advertising & Promotion, George Belch, Michael Belch, Michael Angelo Guolla
- Jazyk
- Rok vydania
- 2003
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- (pevná),
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- Poškodená
- Cena
- 2,15 €
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- Podtitul
- An Integrated Marketing Communications Perspective
- Jazyk
- anglicky
- Vydavateľ
- McGraw-Hill Ryerson
- Rok vydania
- 2003
- Väzba
- pevná
- ISBN10
- 0070898588
- ISBN13
- 9780070898585
- Série
- Štítky
- Náučná literatúra, Učebnice, Byznys, Biznis & Manažment, Príručky a návody, Škola, Marketing & Predaj
- Hodnotenie
- 3,85 z 5
- Anotácia
- 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.