求助书籍Advertising and promotion
求助一本广告学的英文书，Advertising and promotion : an integrated marketing communications perspective详细信息如下：
书名：Advertising and promotion : an integrated marketing communications perspective
作者：George E. Belch & Michael A. Belch
版本：7th
出版社和年份：Boston : McGraw-Hill Irwin, c2007
内容简介：The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.
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