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Advertising & Promotion: An Integrated Marketing Communications Perspective
Seller: Bookbot, Prague, Czech Republic
Seller rating 5 out of 5 stars
Hardcover. Condition: Fair. Unterschrift / Widmung ohne Bezug; Leichte Kratzer / Abnutzungen / Druckstellen. 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/Guolla 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/Guolla 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. Seller Inventory # dfa94b50-174a-43a0-b5d6-8c5b2b68232b
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