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Advertising and promotion : an integrated marketing communications perspective

Tác giả: George E. Belch, Michael A. Belch

Part 1. An Introduction to Integrated Marketing Communications. Part 2. Integrated Marketing Communications Program Situation Analysis. Part 3. Analyzing the Communication Process. Part 4.Objectives and Budgeting for Integrated Marketing Communications Programs. Part 5. Developing the Integrated...

Advertising and promotion : an integrated marketing communications perspective

Tác giả: George E. Belch, Michael A. Belch

It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of...

Advertising and Promotion : an integrated marketing communications perspective : 11th ed.

Tác giả: George E. Belch, Michael A. Belch

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with...

The CEO's guide to marketing : the most practical marketing book you will ever read

Tác giả: Lonny Kocina

Step 1. Competence; Step 2. Code; Step 3. Channels; Step 4. Calendar; Step 5. Control; Step 6. Creative.