Advertising and promotion :
Belch, George E. 1951-
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 7th ed. - Boston, Mass. : Irwin/McGraw-Hill, c2007. - xxvi, 820. : . ill. ; 29 cm.
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.
97800073101262 0073101265
00040688
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2007
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 7th ed. - Boston, Mass. : Irwin/McGraw-Hill, c2007. - xxvi, 820. : . ill. ; 29 cm.
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.
97800073101262 0073101265
00040688
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 2007