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 is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an ...
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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 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.. . .
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Seller's Description:
Good. 820 p. Audience: General/trade. SOFT COVER BOOK (OF99BLA032719) ISBN#9780071108522 THIS BOOK IS CONTAINS: Writing, Marker s Marks, Highlight, Under-lining, and notes. Back, front and edges cover (good) Stem s binding (Good), wrinkled pages (Yes), Water damaged (NONE). CD s including (NO), Signed copy (no).
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Seller's Description:
Good. No dust jacket as issued. Highlighting/underlining. Pages have considerable highlighting and some marginal notations, page edges are stamped; boards are bumped at all corners. 795 p. excludes index and end notes
