Advertising and promotion : an integrated marketing communications perspective /
By: Belch, George E. (George Edward)
Title By: Belch, Michael A
Material type: BookPublisher: New York : McGraw-Hill Irwin, c2012.Edition: 9th ed.Description: xxxiv, 828 p. : col. ill. ; 27 cm.ISBN: 9780073404868 (alk. paper); 0073404861 (alk. paper)Program: MARK333 MARK940 MMC928Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 659.1 BE AD (Browse shelf) | Available | T0042181 | ||
REGULAR | University of Wollongong in Dubai Main Collection | 659.1 BE AD (Browse shelf) | Available | T0042184 |
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Includes index.
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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
MARK333 MARK940 MMC928