Advertising and Promotion - An Integrated Marketing Communications Perspective

Viac o knihe

This well-known university textbook is used in educational processes worldwide. The authors are recognized specialists in the field, affiliated with the University of San Diego and also providing consulting to various companies, which is reflected in the structure and content of the book. The book discusses the latest methods for managing key marketing tools - advertising, direct marketing, interactive media, sales promotion, public relations, and personal selling. Each chapter includes sections on the integrated marketing communications perspective, IMC technologies, and global and ethical viewpoints. These sections describe the operations of large, medium, and small companies in both business and the fields of advertising and promotion; it allows for the perception and analysis of the outcomes of applying (or not applying) theoretical concepts in practice.