Introduction to advertising and promotion: and intergrated marketing comunications perspectives. /
Belch, George E.
Introduction to advertising and promotion: and intergrated marketing comunications perspectives. / George, E Belch - Boston: Irwin, 1995 - xxii, 762 p.: ill.; 28cm.
Includes index.
Contents: Role of advertising and promotion in marketing -- Promotion program situation analysis -- Analyzing the communications process -- Establishing objectives and budgeting for promotional program -- Developing the intergrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives.
0251636963
HF5623.B41
Introduction to advertising and promotion: and intergrated marketing comunications perspectives. / George, E Belch - Boston: Irwin, 1995 - xxii, 762 p.: ill.; 28cm.
Includes index.
Contents: Role of advertising and promotion in marketing -- Promotion program situation analysis -- Analyzing the communications process -- Establishing objectives and budgeting for promotional program -- Developing the intergrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives.
0251636963
HF5623.B41