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Image of Advertising and promotion : an integrated marketing communications perspective 9th ed

Text

Advertising and promotion : an integrated marketing communications perspective 9th ed

Belch, George E. - ; Belch, Michael A. - ;

Belch/Belch 9th 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.


Ketersediaan

Call NumberLocationAvailable
659.1 BEL aPSB lt.1 - B. Wajib7
PenerbitNew York: McGraw Hill 2012
Edisi9th ed
SubjekMarketing communication
Advertising
Sales promotion
ISBN/ISSN9780071314404
KlasifikasiNONE
Deskripsi Fisikxxxv, 767 p. : chart, ill. ; 28 cm.
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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