000			01392cam a22003014a 4500
999			_c3749 _d3749
001			13053827
003			ZET-ke
005			20190816162730.0
008			030110s2004 maua b 001 0 eng
010			_a 2003042015
020			_a0072536764 (alk. paper)
020			_a0071214380 (international : alk. paper)
040			_aDLC _cDLC _dZET-Ke _beng
050	0	0	_aHF5823 _b.B387 2004
100	1		_aBelch, George E. _q(George Edward), _d1951-
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch.
250			_a6th ed.
260			_aBoston : _bMcGraw-Hill, _cc2004.
300			_axxvi, 779, [67] p. : _bcol. ill. ; _c28 cm.
440		0	_aMcGraw-Hill/Irwin series in marketing. _935
504			_aIncludes bibliographical references (p. EN1-EN25) and index.
505			_aIntroduction 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.
650		0	_aAdvertising. _9556
650		0	_aSales promotion.
650		0	_aCommunication in marketing.
700	1		_aBelch, Michael A.
942			_2lcc _cBK _kHF5823 _m.B387 2004