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Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

By: Contributor(s): Material type: TextTextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill, c2004.Edition: 6th edDescription: xxvi, 779, [67] p. : col. ill. ; 28 cmISBN:
  • 0072536764 (alk. paper)
  • 0071214380 (international : alk. paper)
Subject(s): LOC classification:
  • HF5823 .B387 2004
Contents:
Introduction to integrated marketing communications -- Integrated marketing 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.
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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 2004 (Browse shelf(Opens below)) C.1 Available Z007654

Includes bibliographical references (p. EN1-EN25) and index.

Introduction to integrated marketing communications -- Integrated marketing 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.

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