Advertising and Promotion: An Integrated Marketing Communications Perspective (International Edition) Seventh Edition
By Unknown Author.
Description
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 communication...
ISBN(s)
0071105891, 9780071105897
