Belch, George E. <br/><br/>
Advertising and promotion: an integrated marketing communications perspective. / 
George E. Belch & Michael A. Belch. 
 - 11th ed 
 - xli, 764 p. :  color illustrations ;  29 cm 
<br/><br/>Includes bibliographical references (pages 780-810) and indexes. 
<br/><br/>Contents: Part One: Introduction to integrated marketing communication: An introduction to integrated marketing communication -- The role of IMC in the marketing process -- Part Two: Integrated marketing communications program situation analysis:  Organizing for advertising and promotion: the role of Ad agencies and other marketing communication organizations -- Perspectives on consumer behavior -- Part Three: Analyzing the communication process: The communication process -- Source, message, and channel factors -- Part Four: Objectives and budgeting for integrated marketing communications programs -- Establishing objectives and budgeting for the promotional program -- Part Five: Developing the integrated marketing communications program -- Creative  
<br/><br/><label>ISBN: </label>9781259548147 (11e) 
<br/><br/><label>LCCN: </label>2013041596 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5823.B38 
<br/><br/><label>Dewey Class. No.: </label>659.1