Advertising and promotion : an integrated marketing communications perspective

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Title:

Author:

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

ISBN:

9780256218992

9780071152075

Personal Author:

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

Edition:

4th ed.

Publication Information:

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.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGCT	1:GEN-BOOK	000035478	659.1 BEL	1	Searching... Unknown

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Summary

#Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.#Includes bibliographical references and index.