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Advertising and Promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch.

By: Contributor(s): Material type: TextTextPublication details: Boston : McGraw Hill, 1998.Edition: 4th edDescription: xxii,762p. : ill. ; 28 cmISBN:
  • 9780071160889
LOC classification:
  • HF5823  .B387 1998
Contents:
The role of IMC in marketing -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications program -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives.
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Holdings
Item type Current library Collection Call number Copy number Status Barcode
Books Books Zetech Library - Ruiru Campus General Stacks Non-fiction HF 5823 .B387 1998 (Browse shelf(Opens below)) C.1 Available Z007966

Includes bibliographical references and index.

The role of IMC in marketing -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications program -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives.

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