Buku Teks :: Kembali

Buku Teks :: Kembali

Advertising and promotion : an integrated marketing communications perspective

by George E. Belch, Michael A. Belch (McGraw-Hill, 2015)

 Abstrak

In this 10th edition, Belch/​Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organisations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a ?big picture? approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognise how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century.

 Metadata

Jenis Koleksi : Buku Teks
No. Panggil : 659.1 BEL a
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Subjek :
Penerbitan : New York, NY. : McGraw-Hill, 2015
Sumber Pengatalogan: LibUI eng rda
ISBN: 9789814575119
Tipe Konten: text
Tipe Media: unmediated ;
Tipe Carrier: volume ;
Edisi: Tenth edition
Catatan Seri:
Catatan Umum:
Catatan Versi Asli:
Deskripsi Fisik: xxxiv, 842 pages ; 29 cm
Lembaga Pemilik: Universitas Indonesia
Lokasi: Perpustakaan UI, Lantai 2
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No. Panggil No. Barkod Ketersediaan
659.1 BEL a 01-15-08321 TERSEDIA
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Tidak ada ulasan pada koleksi ini: 20418624
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