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0 |
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|a 659.1
|2 23
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| 100 |
1 |
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|a Belch, George E.
|q (George Edward),
|d 1951-
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| 245 |
1 |
0 |
|a Advertising and promotion :
|b an integrated marketing communications perspective /
|c George E. Belch, Michael A. Belch.
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| 250 |
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|a 10th ed.
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| 260 |
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|a New York :
|b McGraw-Hill,
|c c2015.
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| 300 |
|
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|a xxxiv, 842 p. :
|b il. col. ;
|c 29 cm.
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| 504 |
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|a Incluye referencias bibliográficas (p. 280-810) e índice.
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| 505 |
0 |
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|a Part One: Introduction to Integrated Marketing Communications: 1. An Introduction to Integrated Marketing Communications ; 2. The Role of IMC in the Marketing Process -- Part Two: Integrated Marketing Program Situation Analysis: 3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations ; 4. Perspectives on Consumer Behavior -- Part Three: Analyzing the Communication Process: 5. The Communication Process ; 6. Source, Message, and Channel Factors -- Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs: 7. Establishing Objectives and Budgeting for the Promotional Program -- Part Five: Developing the Integrated Marketing Communications Program: 8. Creative Strategy: Planning and Development ; 9. Creative Strategy: Implementation and Evaluation ; 10. Media Planning and Strategy ; 11. Evaluation of Media: Television and Radio ; 12. Evaluation of Media: Magazines and Newspapers ; 13. Support Media ; 14. Direct Marketing ; 15. The Internet: Digital and Social Media ; 16. Sales Promotion ; 17. Public Relations, Publicity, and Corporate Advertising -- Part Six: Monitoring, Evaluation, and Control: 18. Measuring the Effectiveness of the Promotional Program -- Part Seven: Special Topics and Perspectives: 19. International Advertising and Promotion ; 20. Regulation of Advertising and Promotion ; 21. Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion ; 22. Personal Selling (Online).
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| 520 |
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|a "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." --Descripción del editor.
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| 650 |
|
0 |
|a Advertising.
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| 650 |
|
0 |
|a Sales promotion.
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| 650 |
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0 |
|a Communication in marketing.
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| 650 |
|
7 |
|a Publicidad.
|2 UDESA
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| 650 |
|
7 |
|a Promoción de ventas.
|2 UDESA
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| 650 |
|
7 |
|a Comunicación en el mercadeo.
|2 UDESA
|
| 700 |
1 |
|
|a Belch, Michael A.
|