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关键词：
Advertising and Promotion
书目信息
ISBN：
9780073255965（13位）
中图分类号：
F7
杜威分类号：
中文译名：
广告与促销, 第7版
作者：
Belch
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
7e
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
广告/营销
前言：
摘要：
内容简介：
Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. 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. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
目次：
Part 1: Introduction to Integrated Marketing Communications. Part 2: Integrated Marketing Program Situation Analysis. Part 3: Analyzing the Communication Process. Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs. Part 5: Developing the Integrated marketing Communications Program. Part 6: Monitoring, Evaluation, and Control. Part 7: Special Topics and Perspectives
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实体信息
页码：
装帧：
硬皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
133.1300
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0073255963
issue：
2006JC02
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