000 02157cam a2200217 a 4500
999 _c1114
_d1114
020 _a9780073381091 (alk. paper)
020 _a0073381098 (alk. paper)
050 0 0 _aHF5823
_b.B387
100 1 _aBelch, George E.
245 1 0 _aAdvertising and promotion :
_ban integrated marketing communications perspective /
_cGeorge E. Belch & Michael A. Belch.
250 _a8th ed.
260 _aBoston :
_bMcGraw-Hill Irwin,
_cc2009.
300 _axxv, 838 p. :
_bcol. ill. ;
_c29 cm.
500 _aIncludes indexes.
505 _aPart 1: The Role of IMC in Marketing Chapter 1: An Introduction of Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation Analysis Chapter 3: Organizing for Advertising and Promotion Chapter 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication Process Chapter 5: The Communication Process Chapter 6: Source, Message, and Channel Factors Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs Chapter 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications Program Chapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Chapter 10: Media Planning and Strategy Chapter 11: Evaluation of Broadcast Media Chapter 12: Evaluation of Print Media Chapter 13: Support Media Chapter 14: Direct Marketing and Marketing on the Internet Chapter 15: Internet and WWW Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity, and Corporate Advertising Chapter 18: Personal Selling Part 6: Monitoring, Evaluation, and Control Chapter 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives Chapter 20: International Advertising and Promotion Chapter 21: Regulation of Advertising and Promotion Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
650 0 _aAdvertising.
650 0 _aSales promotion.
650 0 _aCommunication in marketing.
700 1 _aBelch, Michael A.
942 _cBK