Belch, George E. creator Belch, Michael A. text bibliography nyu 2015 11th ed monographic eng

print

xli, 764 p. : color illustrations ; 29 cm Contents: Part One: Introduction to integrated marketing communication: An introduction to integrated marketing communication -- The role of IMC in the marketing process -- Part Two: Integrated marketing communications program situation analysis: Organizing for advertising and promotion: the role of Ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Part Three: Analyzing the communication process: The communication process -- Source, message, and channel factors -- Part Four: Objectives and budgeting for integrated marketing communications programs -- Establishing objectives and budgeting for the promotional program -- Part Five: Developing the integrated marketing communications program -- Creative George E. Belch & Michael A. Belch. Includes bibliographical references (pages 780-810) and indexes. Advertising Sales promotion Communication in marketing HF5823.B38 659.1 9781259548147 (11e) 2013041596 WIUC - GH 131024 20230913163954.0 17917337 eng