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Tác giả: George E. Belch, Michael A Belch

Chủ đề: Advertising & Promotions

Kiểu tài liệu: Tài liệu Điện tử

Chuyên ngành: Khoa Quản Trị Kinh Doanh

Ngày cập nhật: 12/21/2011 3:34:32 PM

Từ khóa: Advertising; Promotion; Marketing; Communication

Ngôn ngữ: English

Kích cỡ: 6.63 MB

Chương trang: 849 p

Nguồn: http://www.saigontre.com

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 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 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.