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Introduction to advertising and promotion: and intergrated marketing comunications perspectives. / George, E Belch

By: Contributor(s): Material type: TextPublication details: Boston: Irwin, 1995Description: xxii, 762 p.: ill.; 28cmISBN:
  • 0251636963
LOC classification:
  • HF5623.B41
Contents:
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.
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Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY HF5623.B41 (Browse shelf(Opens below)) 1 Available 2613/12

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.

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