Advertising and promotion : an integrated marketing communications perspective
by
 
Belch, George E. (George Edward), 1951-

Title
: 
Advertising and promotion : an integrated marketing communications perspective

Author
: 
Belch, George E. (George Edward), 1951-

ISBN
: 
9780072314458
 
9780071180269

Personal Author
: 
Belch, George E. (George Edward), 1951-

Edition
: 
5th ed.

Publication Information
: 
Boston, Mass. : Irwin/McGraw-Hill, 2001.

Physical Description
: 
xx, 795, GL13, EN22, CR3, IN19 pages ; ol. illustrations ; 29 cm.

Series
: 
Irwin/McGraw-Hill series in marketing
 
Irwin/McGraw-Hill series in marketing.

Contents
: 
The role of IMC in marketing -- 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.

Subject Term
: 
Advertising.
 
Sales promotion.
 
Communication in marketing.

Added Author
: 
Belch, Michael A.


LibraryMaterial TypeItem BarcodeShelf NumberCopy
VC Cape TownGeneral Books000122853659.1 BEL1
VEGA BordeauxPrescribed books000007307659.1 BEL1
VEGA BordeauxPrescribed books000005254659.1 BEL2
VEGA Cape TownGeneral Books000039278659.1 BEL1
VEGA Cape TownGeneral Books000039277659.1 BEL2
VEGA DurbanRecommended Books000014203659.1 BEL1