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George E Belch 作者

McGraw-Hill/Irwin

译者

2003-04-23 出版日期

864 页数

USD 120.31 价格

Hardcover

丛书系列

9780072866148 图书编码

Advertising and Promotion 在线电子书图书标签: TextBook 营销广告金融整合营销传播孤陋寡闻自救队促销 EN

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Advertising and Promotion 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2025

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教科书，还好吧，国内清华有引进便宜多啊。

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Advertising and Promotion 在线电子书著者简介

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Advertising and Promotion 在线电子书图书描述

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. 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. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.

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