Normal view MARC view ISBD view

Advertising and promotion : an integrated marketing communications perspective

By: Belch, George EContributor(s): Belch, Michael AMaterial type: Text

TextSeries: Irwin/McGraw-Hill series in marketingPublication details: Boston, Mass : Irwin/McGraw-Hill, ©1998Edition: 4th edDescription: xxii, 762 pages : illustrationsISBN: 9780256218992 ; 0256218994 Subject(s): Advertising | Sales promotionDDC classification: 659.1

Contents:

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.

Summary: 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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 3 )
Comments ( 0 )

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	659.1 BEL (Browse shelf(Opens below))	Available		007047

Total holds: 0

Browsing Main Library shelves, Shelving location: Stacks, Collection: Reference Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.872 SEG The essential online solution : the 5-step formula for small business success	658.872 STR E-marketing /	658.872 STR E-marketing /	659.1 BEL Advertising and promotion : an integrated marketing communications perspective	659.1 JEF Advertising	659.1 OGU Advertising and Integrated Brand Promotion	659.1 WEL Advertising: Principles & Practice	Next

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.

There are no comments on this title.

to post a comment.