توضیحات
کتاب مخصوص تبلیغات و ارتقا بازاریابی
Advertising and Promotion: An Integrated Marketing Communications Perspective
To effectively plan- implement-and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior- and communications theory. Belch/Belchs 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
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