Advertising and promotion :
Belch, George E. 1951-
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 9th ed. - New York : McGraw-Hill/Irwin ; c2012. - xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm.
Includes bibliographical references and index.
Introduction to integrated marketing communications -- Integrated marketing communications 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.
9780071314404
2010040703
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2012
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 9th ed. - New York : McGraw-Hill/Irwin ; c2012. - xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm.
Includes bibliographical references and index.
Introduction to integrated marketing communications -- Integrated marketing communications 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.
9780071314404
2010040703
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2012