Advertising and promotion: an integrated marketing communications perspective

implementation and evaluation. Media planning and strategy. Evaluation of broadcast media. Evaluation of print media: magazines and newspapers. Support media. Direct marketing. Sales promotion. Public relations, publicity, and corporate advertising. Personal selling. MONITORING, EVALUATION, AND CONT...

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Detaylı Bibliyografya
Yazar: Belch, George E. \ Belch, Michael
Materyal Türü: Kitap
Dil:Spanish
Baskı/Yayın Bilgisi: Estados Unidos: Irwin 1995
Edisyon:3
Konular:
ADMINISTRACION
COMERCIALIZACION
ESTRATEGIAS DE VENTAS
MERCADEO
PUBLICIDAD
VENTAS
Etiketler: Etiketle
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Diğer Bilgiler
Özet:implementation and evaluation. Media planning and strategy. Evaluation of broadcast media. Evaluation of print media: magazines and newspapers. Support media. Direct marketing. Sales promotion. Public relations, publicity, and corporate advertising. Personal selling. MONITORING, EVALUATION, AND CONTROL. Measuring the effectiveness of the promotional program. SPECIAL TOPICS AND PERSPECTIVES. Business-to-business communications. International advertising and promotion. Regulation of advertising and promotion. Evaluating the social, ethical, and economic aspects of advertising and promotion
Fiziksel Özellikler:762 p
ISBN:0-256-13696-3

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