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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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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020 | # | # | |a 0072314451 |q paperback |
020 | # | # | |a 9780071180269 |q paperback |
020 | # | # | |a 0071180265 |q paperback |
040 | # | # | |a UiTM |b eng |e rda |
041 | 0 | # | |a eng |
090 | 0 | 0 | |a HF5823 |b .B387 2001 |
100 | 1 | # | |a Belch, George E. |e author |q George Edward |
245 | 1 | 1 | |a Advertising and Promotion |b An Integrated Marketing Communications Perspective |c George E. Belch & Michael A. Belch |
250 | # | # | |a Fifth Edition |
260 | # | # | |a Boston |b McGraw-Hill |c 2001 |
264 | # | 1 | |c ©2001 |
300 | # | # | |a xx, 795 pages |b colour illustrations |c 28 cm |
336 | # | # | |a text |2 rdacontent |
337 | # | # | |a unmediated |2 rdamedia |
338 | # | # | |a volume |2 rdacarrier |
490 | 1 | # | |a The McGraw-Hill/Irwin series in marketing |
504 | # | # | |a Includes bibliographical references and index |
520 | # | # | |a 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. |
650 | # | 0 | |a Advertising |
650 | # | 2 | |a Communication in marketing |
650 | # | 2 | |a Sales promotion |
700 | 1 | # | |a Belch, Michael A. |
856 | 4 | 0 | |z Click Here to View Status and Holdings. |u https://opac.uitm.edu.my/opac/detailsPage/detailsHome.jsp?tid=916898 |
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