Advertising and Promotion : an integrated marketing communications perspective /
Belch, George E.
Advertising and Promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch. - 4th ed. - Boston : McGraw Hill, 1998. - xxii,762p. : ill. ; 28 cm.
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.
9780071160889
HF5823 / .B387 1998
Advertising and Promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch. - 4th ed. - Boston : McGraw Hill, 1998. - xxii,762p. : ill. ; 28 cm.
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.
9780071160889
HF5823 / .B387 1998