Advertising and Promotion An Integrated Marketing Communications Perspective
As 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 a myriad of tool...
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Main Author: | |
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Other Authors: | |
Format: | Book |
Language: | English |
Published: |
Boston
McGraw-Hill
2001
©2001 |
Edition: | Fifth Edition |
Series: | The McGraw-Hill/Irwin series in marketing
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Subjects: | |
Online Access: | Click Here to View Status and Holdings. |
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Summary: | As 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 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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Physical Description: | xx, 795 pages colour illustrations 28 cm |
Bibliography: | Includes bibliographical references and index |
ISBN: | 0072314451 9780071180269 0071180265 |