Belch, George E. <br/><br/>
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. 
<br/><br/>Includes bibliographical references (p. 763-789) and indexes. 
<br/><br/>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 -- 
<br/><br/><label>ISBN: </label>0073101265 (alk. paper) 9780073101262 
<br/><br/><label>LCCN: </label>2006043829 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5823.B38 
<br/><br/><label>Dewey Class. No.: </label>659.1