دانلود کتاب Advertising and Promotion

Name: Advertising and Promotion
Availability: InStock
Author: Michael A. Belch
ISBN: 0072931531, 9780072931532

by Michael A. Belch

عنوان فارسی: تبلیغات و ترویج
ناشر: Irwin Professional Publishing
سال: 2003
ویرایش: 6th
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 827-827
شابک: 0072931531, 9780072931532
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 7.00 مگابایت

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جزییات کتاب

As 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 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.

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