暢銷書特賣會Advertising and Promotion：An Integrated Marketing Communications Perspective (Asia Global Edition)10-e－吳芃堯

Advertising and Promotion：An Integrated Marketing Communications Perspective (Asia Global Edition)10-e

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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 organizations 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 recognize how a firm can use all the promotional tools to communicate with its customers.

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