Advertising and promotion : an integrated marketing communications perspective
Belch, George E.
Advertising and promotion : an integrated marketing communications perspective - 4th ed. - Boston, Mass : Irwin/McGraw-Hill, ©1998. - xxii, 762 pages : illustrations ; - Irwin/McGraw-Hill series in marketing. .
Includes index
pt. 1. The role of IMC in marketing --
pt. 2. Integrated marketing program situation analysis --
pt. 3. Analyzing the communication process --
pt. 4. Objectives and budgeting for integrated marketing communications programs --
pt. 5. Developing the integrated marketing communications program --
pt. 6. Monitoring, evaluation, and control --
pt. 7. Special topics and perspectives.
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
9780256218992 0256218994
Advertising.
Sales promotion.
659.1 / BEL
Advertising and promotion : an integrated marketing communications perspective - 4th ed. - Boston, Mass : Irwin/McGraw-Hill, ©1998. - xxii, 762 pages : illustrations ; - Irwin/McGraw-Hill series in marketing. .
Includes index
pt. 1. The role of IMC in marketing --
pt. 2. Integrated marketing program situation analysis --
pt. 3. Analyzing the communication process --
pt. 4. Objectives and budgeting for integrated marketing communications programs --
pt. 5. Developing the integrated marketing communications program --
pt. 6. Monitoring, evaluation, and control --
pt. 7. Special topics and perspectives.
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
9780256218992 0256218994
Advertising.
Sales promotion.
659.1 / BEL