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Advertising and promotion : an integrated marketing communications perspective
Advertising and promotion : an integrated marketing communications perspective
상세정보
- 자료유형
- 단행본(국외)
- 언어부호
- 본문언어 - eng
- 자관 청구기호
- 기본표목-개인명
- 표제와 책임표시사항
- Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
- 판사항
- 12e. International student ed.
- 발행, 배포, 간사 사항
- 형태사항
- 1 v. (unp.) : ill. (chiefly col.) ; 28 cm.
- 서지 등 주기
- Includes bibliographical references (p. E1-E33) and index.
- 주제명부출표목-일반주제명
- 주제명부출표목-일반주제명
- 주제명부출표목-일반주제명
- 부출표목-개인명
- 책소개
-
Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples
-Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout
-Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
-New in Connect! Advertising Mini Sims, New Case Analysis and Live Action Videos, and the New Advertising Video Library
MARC
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■007ta
■020 ▼a9781260570991▼c￦55000
■020 ▼a1260570991
■035 ▼a(OCoLC)1139139194
■035 ▼a(OCoLC)on1139139194
■040 ▼aYDX▼cYDX▼d225006
■0410 ▼aeng
■08204▼a659.1▼222
■090 ▼a659.1▼bB427a12
■1001 ▼aBelch, George E.▼qGeorge Edward▼d1951-
■24510▼aAdvertising and promotion :▼ban integrated marketing communications perspective /▼cGeorge E. Belch & Michael A. Belch.
■250 ▼a12e. International student ed.
■260 ▼aNew York▼bMcGraw-Hill▼cc2021.
■300 ▼a1 v. (unp.)▼bill. (chiefly col.)▼c28 cm.
■504 ▼aIncludes bibliographical references (p. E1-E33) and index.
■650 0▼aAdvertising.
■650 0▼aSales promotion.
■650 0▼aCommunication in marketing.
■7001 ▼aBelch, Michael A.
■990 ▼a1471777
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