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);
The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.
This book catapults the reader into the business practices of the 21st century.
(www.amazon.com)