Belch, George E.  1951- <br/><br/>
Advertising and promotion :  an integrated marketing communications perspective / 
George E. Belch & Michael A. Belch. 
 - 9th ed. 
 - New York :  McGraw-Hill Irwin,  c2012. 
 - xxxiv, 828 p. :  col. ill. ;  27 cm. 
<br/><br/> Includes index. 
<br/><br/> 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. 
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<br/><br/><label>ISBN: </label>9780073404868 (alk. paper) 0073404861 (alk. paper) 
<br/><br/><label>LCCN: </label>2010040703 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5823  / .B387 2012 
<br/><br/><label>Dewey Class. No.: </label>659.1