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
:
9780256218992
9780071152075
Personal Author
:
Belch, George E. (George Edward), 1951-
Edition
:
4th ed.
Publication Information
:
Boston, Mass : Irwin/McGraw-Hill, ©1998.
Physical Description
:
xxii, 762 pages : illustrations ; 29 cm.
Series
:
Irwin/McGraw-Hill series in marketing
Irwin/McGraw-Hill series in marketing.
General Note
:
Revised edition of: Introduction to advertising and promotion. 3rd ed. 1995.
Contents
:
pt. 1. The role of IMC in marketing -- pt. 2. Integrated marketing program situation analysis -- pt. 3. Analyzing the communication process -- pt. 4. Objectives and budgeting for integrated marketing communications programs -- pt. 5. Developing the integrated marketing communications program -- pt. 6. Monitoring, evaluation, and control -- pt. 7. Special topics and perspectives.
Subject Term
:
Advertising.
Sales promotion.
Communication in marketing.
Added Author
:
Belch, Michael A.
Belch, George E. (George Edward), 1951- Introduction to advertising and promotion.
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| VEGA Cape Town | General Books | 000035478 | 659.1 BEL | 1 |