图书标签: 新闻传播 市场营销 商业
发表于2024-11-05
Advertising and Promotion pdf epub mobi txt 电子书 下载 2024
It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that 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.
George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals
Michael Belch is a professor of Marketing at San Diego State University. He received his B.S. degree in Marketing from Penn State University, his M.B.A. from Drexel University, and his Ph.D. in Consumer Behavior from the University of Pittsburgh. He has published articles on advertising and marketing in a variety of journals and serves on the editorial board of the Journal of Advertising. He also consults for a number of companies in the areas of advertising, marketing strategy, and amrketing research.
字号大一点间距宽一点要死啊啊啊啊!根本看不下去嘛!
评分字号大一点间距宽一点要死啊啊啊啊!根本看不下去嘛!
评分浅显易懂,实践结合理论的书,大部分内容是广告,同时对IMC的讲解深入浅出,大量的案例能让读者形成一个更完善的IMC mindset。
评分字号大一点间距宽一点要死啊啊啊啊!根本看不下去嘛!
评分又是个砖头..><
评分
评分
评分
评分
Advertising and Promotion pdf epub mobi txt 电子书 下载 2024