01557cam a22003614a 4500 14285210 OSt 20220726153544.0 060303s2007 maua b 001 0 eng 2006043829 0073101265 (alk. paper) 9780073101262 (OCoLC)ocm64689024 DLC LC C#P BAKER NLGGC DLC pcc HF5823.B38 659.1 22 85.40 bcl Belch, George E. 2 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 -- Advertising. 3 Sales promotion. 4 Communication in marketing. 5 Belch, Michael A. 6 7 cbc orignew 1 ocip 20 y-gencatlg lcc BK 9094 16594 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2022-07-12 HF5823.B38(7e) K/2886/0020/22 2022-07-26 00:00:00 2022-07-26 BK