Advertising and Promotion w/ PowerWeb - Couverture souple

Belch, George; Belch, Michael

Couverture souple

ISBN 10 : 0071108521 ISBN 13 : 9780071108522

Editeur : McGraw-Hill Professional, 2006

Synopsis

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.

A propos du livre

À propos des auteurs

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.

Détails de l'édition

• Éditeur: McGraw-Hill Professional
• Date d'édition: 2006
• Langue: anglais
• ISBN 10: 0071108521
• ISBN 13: 9780071108522
• Reliure: Broché
• Nombre de pages: 820
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible