Advertising and Promotion w/ PowerWeb - Tapa blanda

Belch, George; Belch, Michael

 
9780071108522: Advertising and Promotion w/ PowerWeb
Tapa blanda
ISBN 10: 0071108521 ISBN 13: 9780071108522
Editorial: McGraw-Hill Education, 2006

Sinopsis

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.

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Acerca de los autores

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
McGraw-Hill Education
Año de publicación
2006
Idioma
Inglés
ISBN 10 
0071108521
ISBN 13 
9780071108522
Encuadernación
Tapa blanda
Número de páginas
820
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780073255965: Advertising and Promotion: An Integrated Marketing Communications Perspective w/ Premium Content Card

Edición Destacada

ISBN 10:  0073255963 ISBN 13:  9780073255965
Editorial: McGraw-Hill Education, 2006
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