Advertising and Promotion

An Integrated Marketing Communications Perspective

Autor*innen

George Belch
Michael Belch

Buchbewertung

3,9(16)Abgeben

Parameter

Business & Management
Handbücher und Anleitungen
Handel
Lehrbücher
Sachliteratur

Mehr zum Buch

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.