Advertising and Promotion 7e with Powerweb - Belch, George

Advertising and Promotion 7e with Powerweb

George Belch

Yayınevi: McGraw Hill

Yayın tarihi: 06/2006

ISBN: 9780071108522

İngilizce | Büyük boy  | 

Tür: İşletme-Pazarlama

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.

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