Work

10.5937/ekonhor1403265r = Belch E.G., Belch M.A.: Advertising and promotion: An integrated marketing communications perspective, McGraw Hill, New York, NY, 2012

Year: 2014

Type: article

Abstract: Due to modern information technologies, the emphasis is shifting from the mass media to a more segmented approach that provides more information about consumers at individual levels.Striving to reach sales of goods and services and to improve the market position of a company, advertising proves to be one of the key marketing activities.

Source: Ekonomski horizonti

DOI: 10.5937/ekonhor1403265r

Author: Katarina Radakovic

Institution: University of Kragujevac

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2313009697

FWCI: 142.5

Cites:

Cited by: 246

Related to: 10