Advertising and promotion: an integrated marketing communications perspective. / George E. Belch & Michael A. Belch.
Material type: TextPublisher: Boston: McGraw-Hill Irwin, 2007Edition: 7th edDescription: xxvi, 820 p. : col. ill. ; 29 cmISBN: 0073101265 (alk. paper); 9780073101262Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1 LOC classification: HF5823.B38Other classification: 85.40
Contents:
Contents: Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications programs -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives --
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5823.B38(7e) (Browse shelf) | Available | K/2886/0020/22 |
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Includes bibliographical references (p. 763-789) and indexes.
Contents: Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications programs -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives --
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