Advertising and promotion: an integrated marketing communications perspective. /
Belch, George E.
Advertising and promotion: an integrated marketing communications perspective. / George E. Belch & Michael A. Belch. - 7th ed. - Boston: McGraw-Hill Irwin, 2007. - xxvi, 820 p. : col. ill. ; 29 cm.
Includes bibliographical references (p. 763-789) and indexes.
Contents: Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications programs -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives --
0073101265 (alk. paper) 9780073101262
2006043829
Advertising.
Sales promotion.
Communication in marketing.
HF5823.B38
659.1
Advertising and promotion: an integrated marketing communications perspective. / George E. Belch & Michael A. Belch. - 7th ed. - Boston: McGraw-Hill Irwin, 2007. - xxvi, 820 p. : col. ill. ; 29 cm.
Includes bibliographical references (p. 763-789) and indexes.
Contents: Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications programs -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives --
0073101265 (alk. paper) 9780073101262
2006043829
Advertising.
Sales promotion.
Communication in marketing.
HF5823.B38
659.1