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Advertising and Promotion: An Integrated Marketing Communications Perspective (McGraw Hill Higher Education) – Paperback (2011)
by
George E. Belch, Michael A. Belch
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 ...Show moreBelch/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.Hide
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Description:Used copy in good condition-textbooks may contain some...Used copy in good condition-textbooks may contain some highlighting. In stock and despatched from Scotland. NB: All orders from the USA and Canada have to be sent via the Alibris depot in the UK and are then sent to the customer by Alibris in the USA. Until the book is received in the USA Alibris warehouse your order will show as Pending. Expected delivery dates are contained in the Help section of this site and in the confirmation email.
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