Advertising and Promotion

出版者:McGraw Hill Higher Education

作者:George E. Belch

页数:864

出版时间:2008-08-01

价格:USD 70.87

装帧:Paperback

isbn号码:9780071284400

Belch/Belch 8th 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.

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課本···考試一塌糊塗···但是最後得了A-~神奇啊~

課本···考試一塌糊塗···但是最後得了A-~神奇啊~

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課本···考試一塌糊塗···但是最後得了A-~神奇啊~

課本···考試一塌糊塗···但是最後得了A-~神奇啊~