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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.
Buchkauf
Advertising & Promotion, George Belch, Michael Belch, Michael Angelo Guolla
- Sprache
- Erscheinungsdatum
- 2003
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- (Hardcover),
- Buchzustand
- Beschädigt
- Preis
- € 2,51
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- Untertitel
- An Integrated Marketing Communications Perspective
- Sprache
- Englisch
- Autor*innen
- George Belch, Michael Belch, Michael Angelo Guolla
- Verlag
- McGraw-Hill Ryerson
- Erscheinungsdatum
- 2003
- Einband
- Hardcover
- ISBN10
- 0070898588
- ISBN13
- 9780070898585
- Reihe
- Schlagwörter
- Sachbücher, Lehrbücher, Handel, Wirtschaft & Management, Handbücher und Anleitungen, Schule, Marketing & Vertrieb
- Bewertung
- 3,85 von 5 Sternen
- Beschreibung
- 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.