01749nam a2200217Ia 4500 CTU_212640 210402s9999 xx 000 0 und d 659.1 B427 Belch, George E. (George Eugene) Advertising and promotion : An integrated marketing communications perspective George E. Belch & Michael A. Belch. Boston, MA. McGraw-Hill / Irwin 2004 Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. 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. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century. Advertising,Sales promotion,Communication in marketing Tuyến AV.004976 AV.004973 Trung tâm Học liệu Trường Đại học Cần Thơ
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