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Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth...
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You Are Here: Books About Antiques > Antique Advertising > Item 5 of 278
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$6.99
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Available from Amazon
Price Last Updated : 6-27-2008
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Features
Hardcover: 871 pages
Publisher: McGraw-Hill Companies; 6th edition April 2, 2003
Language: English
ISBN-10: 0072536764
ISBN-13: 978-0072536768
Product Description
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.
--This text refers to an out of print or unavailable edition of this title.
Reader Reviews
This review is from: Advertising and Promotion: An Integrated Marketing Communications Perspective (Hardcover)
One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.
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Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth...
by George E. Belch and Michael A. Belch
Available from Amazon
Price: $6.99
on 6-27-2008
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