Advertising and Promotion

An Integrated Marketing Communications Perspective

Auteurs

George Belch
Michael Belch

Évaluation du livre

3,9(16)Évaluer

Paramètres

Affaires & Gestion
Commerce
Manuels
Manuels et guides
Nonfiction

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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.