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Advertising and Promotion: An Integrated Marketing Communications Perspective

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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 the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. 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. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.

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Ketersediaan

59591-C.1	659.1 BEL A	Library Lantai 3	Tersedia
59593-C.3	659.1 BEL A	Library Lantai 3	Tersedia

Informasi Detil

Judul Seri

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No. Panggil

659.1 BEL A

Penerbit

North America : McGraw-Hill Companies., 2001

Deskripsi Fisik

795 hlm.

Bahasa

English

ISBN/ISSN

0-07-231445-1

Klasifikasi

659.1

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

5

Subyek

advertising
Pemasaran

Info Detil Spesifik

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Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

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