Advertising and promotion : an integrated marketing communications perspective / Belch, George E

's product and service policies need tightening -- Your company's brand-building and communication skills are

's Origins and Evolution -- Trends in PR -- PR research -- Research: Planning Processes and Techniques

Resources, and Culture -- Leadership and Management -- Planning -- Organizing -- Communication and Decision

-- Managing yourself and your time -- Prospecting -- Planning the sales call -- Sales presentation methods

-- Planning merchandise assortments -- Buying systems -- Buying merchandise assortments -- Buying systems

-based assessment -- Interactive listening and reading -- Foregrounding oral communication -- Foregrounding written

-- Introduction -- The psychology of public relations communication -- Marketing public relations -- The public

Practices -- Managing in a Contemporary World -- Planning -- Foundations of Planning -- Foundations of

-- Managing yourself and your time -- Prospecting -- Planning the sales call -- Sales presentation methods

Advertising, promotion & supplemental aspects of integrated marketing communications / Shimp

organisation -- The performance dimensions of public relations: campaign planning and management -- Marketing