Advertising and Promotion: An Integrated Marketing

Condition - Very Good
The item shows wear from consistent use, but it remains in good condition and functions properly. Item may arrive with damaged packaging or be repackaged. It may be marked, have identifying markings on it, or have minor cosmetic damage. It may also be missing some parts/accessories or bundled items.

Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition

Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that 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.
Country USA
Brand McGraw-Hill Education
Manufacturer McGraw-Hill Education
Binding Hardcover
UnitCount 1
EANs 9780073404868
ReleaseDate 0000-00-00

Country	USA
Brand	McGraw-Hill Education
Manufacturer	McGraw-Hill Education
Binding	Hardcover
UnitCount	1
EANs	9780073404868
ReleaseDate	0000-00-00

Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition

You might also like...