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Advertising and promotion : an integrated marketing communications perspective / George E Belch; Michael A Belch
New York, NY : McGraw-Hill Education, 2021
xxxi, 740 pages (G1- S12). : color illustrations ; 29 cm.
Ký hiệu phân loại (DDC): 659.1
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.
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Integrated advertising, promotion, and marketing communications / Kenneth E Clow; Donald Baack
Harlow, England : Pearson, 2022
469 pages : illustrations (colour) ; 28 cm.
Ký hiệu phân loại (DDC): 659.1
Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-life situations, students will understand the vital links marketers use to connect and interact with customers
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