More about the book
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/Guolla 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/Guolla 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.
Book purchase
Advertising & Promotion, George Belch, Michael Belch, Michael Angelo Guolla
- Language
- Released
- 2003
- product-detail.submit-box.info.binding
- (Hardcover),
- Book condition
- Damaged
- Price
- €2.92
Payment methods
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- Subtitle
- An Integrated Marketing Communications Perspective
- Language
- English
- Publisher
- McGraw-Hill Ryerson
- Released
- 2003
- Format
- Hardcover
- ISBN10
- 0070898588
- ISBN13
- 9780070898585
- Series
- Tags
- Non-Fiction, Textbooks, Business, Business & Management, References & Manuals, School, Marketing & Sales
- Rating
- 3.85 out of 5
- Description
- 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/Guolla 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/Guolla 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.