Advertising and promotion : an integrated marketing communications perspective

By: Belch, George EContributor(s): Belch, Michael AMaterial type: TextTextSeries: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Lending Books Lending Books Main Library
Stacks 		Reference 659.1 BEL (Browse shelf(Opens below)) Available 007047
Total holds: 0

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.

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