Advertising and promotion : an integrated marketing communications perspective
Title:
Advertising and promotion : an integrated marketing communications perspective
Author:
Belch, George E. (George Edward), 1951-
ISBN:
9780072314458
9780071180269
Personal Author:
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.
Added Author: