DDC 659.1
Tác giả CN Belch, George E.
Nhan đề Advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch
Lần xuất bản 11th ed.
Thông tin xuất bản New York, NY : McGraw-Hill Education, 2018
Mô tả vật lý xli, 764p.+ 53p. ; 30cm.
Tóm tắt To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution
Thuật ngữ chủ đề Communication in marketing
Thuật ngữ chủ đề Sales promotion
Thuật ngữ chủ đề Advertising
Từ khóa tự do Tiếp thị
Từ khóa tự do Quảng cáo
Từ khóa tự do Khuyến mại
Khoa Quản trị kinh doanh và du lịch
Chuyên ngành Quản trị kinh doanh
Môn học .
Tác giả(bs) CN Guolla, Michael A.
Địa chỉ 100Tài liệu môn học516011(1): 000118481
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08204|a659.1|bBEL
1001|aBelch, George E.
24510|aAdvertising and promotion : |ban integrated marketing communications perspective / |cGeorge E. Belch, Michael A. Belch
250 |a11th ed.
260 |aNew York, NY : |bMcGraw-Hill Education, |c2018
300 |axli, 764p.+ 53p. ; |c30cm.
520 |aTo effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution
65000|aCommunication in marketing
65000|aSales promotion
65000|aAdvertising
6530 |aTiếp thị
6530 |aQuảng cáo
6530 |aKhuyến mại
690 |aQuản trị kinh doanh và du lịch
691 |aQuản trị kinh doanh
692 |a.
693 |a.
7001|a Guolla, Michael A.
852|a100|bTài liệu môn học|c516011|j(1): 000118481
890|a1|b0|c0|d0
Dòng Mã vạch Kho lưu Giá/kệ Ký hiệu xếp giá Phân loại Bản sao Tình trạng Thành phần
1 000118481 Tài liệu môn học MH QTKD 659.1 BEL Tài liệu môn học 1 Tài liệu chỉ đọc tại Thư viện

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