Advertising and Promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch.
Material type: TextPublication details: Boston : McGraw Hill, 1998.Edition: 4th edDescription: xxii,762p. : ill. ; 28 cmISBN:- 9780071160889
- HF5823 .B387 1998
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HF 5726 .P69 1996 Business Matters : | HF 5726 .S55 1989 Skills for sucess: the experts show the way/ | HF 5801 .L56 2010 Intergrated marketing communications / | HF 5823 .B387 1998 Advertising and Promotion : an integrated marketing communications perspective / | HF 5823 .B387 2004 Advertising and promotion : | HF5823.B387 2007 Advertising and promotion : | HF5823.B387 2007 Advertising and promotion : |
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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