Advertising and Promotion

An Integrated Marketing Communications Perspective

Autori

• George Belch
• Michael Belch

Parametri

• Business & Management
• Commercio
• Libri di testo
• Manuali e guide
• Saggistica

Maggiori informazioni sul libro

Reflects the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.

Lingua: Inglese

Pubblicato: 2007

(In brossura)