Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
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TextPublication details: Boston, Mass. : Irwin/McGraw-Hill, c2007.Edition: 7th edDescription: xxvi, 820. : . ill. ; 29 cmISBN: - 97800073101262
- 0073101265
- HF5823 .B387 2007
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| HF 5823 .B387 1998 Advertising and Promotion : an integrated marketing communications perspective / | HF 5823 .B387 2004 Advertising and promotion : | HF5823.B387 2007 Advertising and promotion : | HF5823.B387 2007 Advertising and promotion : | HF5823.B387 2009 Advertising and promotion : | HF5823 .B45 2018 Advertising and promotion : | HF5823 .B637 2012 Advertising and promotion : |
includes index.
Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications program -- Monitoring, evaluation, and control -- Special topics and perspectives.
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