Advertising And Promotion: An Integrated Marketing Communications Perspective

Brand: McGraw-Hill/Irwin
SKU: DADAX0073381098
ISBN : 9780073381091
Price:
$26.58

Domestic Shipping:$3.99
Qty: - +
   - OR -   

Advertising and Promotion: An Integrated Marketing Communications Perspective

Belch/Belch 8th 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.

Specifications of Advertising and Promotion: An Integrated Marketing Communications Perspective

GENERAL
AuthorGeorge Belch, Michael Belch
BindingHardcover
LanguageEnglish
Edition8th
ISBN-100073381098
ISBN-139780073381091
PublisherMcGraw-Hill/Irwin
Number Of Pages864
Publication Date2008-07-01
DIMENSIONS
Height11.2 inch.
Length8.7 inch.
Width1.2 inch.
Weight4.4 pounds.

Write a review


Your Name:


Your Email:


Your Review:

Note: HTML is not translated!

Rating: Bad           Good

Enter the code in the box below: