Belch, George E. Primary Author mixed material bibliography Boston McGraw-Hill 2001 en English

Printed Material

xx, 795 p. : gloss., endnotes, index ; 28 cm. 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.(amazon.com) Advertising BK/BR 0072314451 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BK/BR Bel 32109 General (General) BK/BR Bel 29977 2005-09-19 00:00:00 2025-12-15 14:37:13 machine generated