Advertising and Promotion
An Integrated Marketing Communications Perspective w/ Premium Content Card
Edición de la obra Advertising and promotion
| Autor | George E. Belch, Michael A Belch |
|---|---|
| Editorial | McGraw-Hill/Irwin |
| Fecha de publicación | May 15, 2006 |
| Idioma | inglés |
| Páginas | 820 |
| ISBN-13 | 9780073255965 |
| ISBN-10 | 0073255963 |
| Número de Cutter | B427a |
This book "Shows students how real oprganizations, such as the Las Vegas Convention and Visitors Authority, Nike, the San Diego Padres, and Apple, coordinate the various elements of the promotional mix with other marketing activities. Boxed features, such as ethical perspectives, diversity perspectives and global perspectives, bring attention to issues of importance within industry practice. Additional an-depth issues of integrated marketing communications are explored in IMC perspectives."--Back cover.