000			01522 a2200193 4500
020			_a0072314451 (hardcover)
020			_a9780072314458 (hardcover)
082	0	4	_a659.1
090			_c5903 _d5903
100	1		_aBelch, George E.
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch, Michael A. Belch.
250			_a5th ed.
260			_a[S.l.] : _bIrwin Professional Pub, _c2000.
300			_a880 p. ; _c28 cm.
520			_aThe 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.
700	1		_aBelch, Michael A.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0072314451/chopaconline-20
942			_aNBS _cBK _k659.1 BEL
999			_c348299 _d348299