Belch G.E., Belch M.A. Advertising and Promotion. An integrated marketing communications perspective
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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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15th Ed. — McGraw-Hill Education, 2013. — 722 p. — ISBN 978-1-259-54815-4.
Presenting Advertising as it is actually Practiced. Known for its current examples, the author's ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of...
15th edition. — South-Western Cengage Learning, 2011. — 800 p. — ISBN-13: 9781111221782, ISBN: 1111221782
Over the years, Boone and Kurtz's Contemporary Marketing has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new...
5th Edition, Financial Times/ Prentice Hall, 2010. - 1000 pages.
Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. It combines breadth of coverage with a student-friendly style; and is an essential resource for Marketing and business degree students studying Marketing modules at...
2nd edition. — Routledge, 2002. — 144 p. — (Intertext).
This accessible satellite textbook in the Routledge Intertext series is unique in offering students hands-on practical experience of textual analysis focused on written advertisements. Written in a clear, userfriendly style by an experienced writer and teacher, it combines practical activities with texts, followed by...
Kogan Page, 2011. - 512 c.
Marketing Communications has been listed as a "classic" by the Marketing Society. Paul Smith's and Ze Zook's understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike. Marketing Communications explores:
-social media and websites.
4 курс. Перевод и переводоведение. 78 стр.Contents
Chapter I. What is an advertising, its definition?
Advertising and the Modern World.
Advertising all over the world.
Chapter II. Types of advertising.
Media of Consumer Advertising.
Chapter III. Slogans, Logos, Types.
What`s your tone?
Some thoughts on colour.