| 000 | 00998nam a22002057a 4500 | ||
|---|---|---|---|
| 999 |
_c3940 _d3940 |
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| 005 | 20220122020010.0 | ||
| 008 | 160615b xxu||||| |||| 00| 0 eng d | ||
| 020 | _a9780071160889 | ||
| 040 | _aZET-Ke | ||
| 050 |
_aHF5823 _b .B387 1998 |
||
| 100 | _aBelch, George E. | ||
| 245 |
_aAdvertising and Promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch, Michael A. Belch. |
||
| 250 | _a4th ed. | ||
| 260 |
_aBoston : _bMcGraw Hill, _c1998. |
||
| 300 |
_axxii,762p. : _bill. ; _c28 cm. |
||
| 500 | _aIncludes bibliographical references and index. | ||
| 505 | _aThe 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. | ||
| 700 | _aBelch, Michael A. | ||
| 942 |
_2lcc _cBK _k HF5823 _m.B387 1998 _01 |
||