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Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing) 🔍
George E. Belch, Michael A. Belch McGraw-Hill Education, Irwin Marketing, 11, 2017
英语 [en] · PDF · 449.5MB · 2017 · 📘 非小说类图书 · 🚀/lgli/lgrs/nexusstc/zlib · Save
描述
To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's __Advertising and Promotion: An Integrated Marketing Communications Perspective__ draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
备用文件名
lgli/1259548147.pdf
备用文件名
lgrsnf/1259548147.pdf
备用文件名
zlib/Business & Economics/Sales & Marketing/George E. Belch, Michael A. Belch/Advertising and Promotion: An Integrated Marketing Communications Perspective_3368454.pdf
备选作者
Michael A. Belch, George E. Belch, George E. Belch
备选作者
Belch, George, Belch, Michael
备用版本
United States, United States of America
备用版本
Eleventh edition, New York, NY, 2018
备用版本
11e, New York, 2017
备用版本
11, 2017-03-10
元数据中的注释
0
元数据中的注释
lg2126739
元数据中的注释
{"edition":"11","isbns":["1259548147","9781259548147"],"last_page":896,"publisher":"McGraw-Hill","series":"Irwin Marketing"}
备用描述
"To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.--Amazon.com viewed Aug. 19, 2020
备用描述
This book discusses the role of advertising and promotion in modern marketing. It explains how to effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs. Topics covered include advertising, consumer behaviour, communications, marketing, sales promotion, consumer decision making, direct marketing, mobile marketing, outdoor marketing and promotional strategies
备用描述
During the early to mid 1990s, the U.S. Army had little trouble attracting enough young men to enlist for military service.
开源日期
2017-10-14
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