Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
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TextSeries: Irwin/McGraw-Hill series in marketingPublication details: Boston, Mass : Irwin/McGraw-Hill, c1998.Edition: 4th edDescription: xxii, 762 p. : ill. ; 29 cmISBN: - 0256218994
- 9780256218992
- HF5823 .B387
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| HF5823 .A13 Advertising management / | HF5823 .B387 Advertising and promotion : | HF5823 .B387 Advertising and promotion : | HF5823 .B387 Advertising and promotion : | HF5823 .B387 Introduction to advertising and promotion : | HF5823 .B387 Introduction to advertising and promotion : | HF5823 .B387 Advertising and promotion : |
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995
Includes bibliographical references and 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.
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