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Advertising and promotion : an integrated marketing communications perspective 7th ed

Advertising and promotion : an integrated marketing communications perspective 7th ed (2회 대출)

자료유형
단행본
개인저자
Belch, George E. (George Eugene) Belch, Michael A.
서명 / 저자사항
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
판사항
7th ed.
발행사항
Boston :   McGraw-Hill Irwin ,   c2007.  
형태사항
xxvi, 820 p. : col. ill. ; 29 cm.
ISBN
0071108521 9780071108522
서지주기
Includes bibliographical references (p. 763-789) and indexes.
일반주제명
Advertising. Sales promotion. Communication in marketing.
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008 060303s2007 maua b 001 0 eng
010 ▼a 2006043829
020 ▼a 0071108521
020 ▼a 9780071108522
035 ▼a (OCoLC)ocm64689024
040 ▼a DLC ▼c DLC ▼d C#P ▼d BAKER ▼d NLGGC ▼d DLC ▼d 244002
042 ▼a pcc
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082 0 0 ▼a 659.1 ▼2 22
084 ▼a 85.40 ▼2 bcl
090 ▼a 659.1 ▼b B427a7
100 1 ▼a Belch, George E. ▼q (George Eugene)
245 1 0 ▼a Advertising and promotion : ▼b an integrated marketing communications perspective / ▼c George E. Belch & Michael A. Belch.
250 ▼a 7th ed.
260 ▼a Boston : ▼b McGraw-Hill Irwin , ▼c c2007.
300 ▼a xxvi, 820 p. : ▼b col. ill. ; ▼c 29 cm.
504 ▼a Includes bibliographical references (p. 763-789) and indexes.
650 0 ▼a Advertising.
650 0 ▼a Sales promotion.
650 0 ▼a Communication in marketing.
700 1 ▼a Belch, Michael A.

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 세종학술정보원/사회과학실/ 청구기호 659.1 B427a7 등록번호 151212680 도서상태 대출가능 반납예정일 예약 서비스 C M

컨텐츠정보

책소개

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.


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