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Belch G.E., Belch M.A. Advertising and Promotion. An integrated marketing communications perspective

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Belch G.E., Belch M.A. Advertising and Promotion. An integrated marketing communications perspective
6th edition. — McGraw-Hill-Irwin, 2003. — 871 p. — ISBN-10: 0073404861, ISBN-13: 978-0073404868.
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.
Contains 22 chapters about marketing communications, their role, strategy, contrilling and bungeting, implementation, different media, marketing campaign, evaluation of imc and so on. This book is very useful for everyone who wants to broaden his outlook in the sphere of IMC and become a good specialist in the field of marketing.
George Belch is a professor and chairman of the Marketing department at San Diego State University.
Michael Belch is a professor of Marketing at San Diego State University.
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