000			01323nam a2200229 a 4500
020			_a9780256218992
020			_a0256218994
082			_a659.1 _bBEL
100			_aBelch, George E.
245			_aAdvertising and promotion : an integrated marketing communications perspective
250			_a4th ed.
260			_aBoston, Mass : _bIrwin/McGraw-Hill, _c©1998.
300			_axxii, 762 pages : _billustrations ;
490			_aIrwin/McGraw-Hill series in marketing.
500			_aIncludes index
505			_apt. 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.
520			_a 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.
650			_aAdvertising.
650			_aSales promotion.
700			_aBelch, Michael A.
942			_cBK
999			_c37440 _d37440