000 | 01940cam a22003614i 4500 | ||
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001 | 17917337 | ||
003 | OSt | ||
005 | 20230913163954.0 | ||
008 | 131024s2015 nyua b 001 0 eng | ||
010 | _a 2013041596 | ||
020 | _a9781259548147 (11e) | ||
040 |
_aWIUC - GH _beng _cWIUC - GH _erda |
||
042 | _apcc | ||
050 | 0 | 0 | _aHF5823.B38 |
082 | 0 | 0 |
_a659.1 _223 |
100 | 1 |
_aBelch, George E. _92 |
|
245 | 1 | 0 |
_aAdvertising and promotion: an integrated marketing communications perspective. / _cGeorge E. Belch & Michael A. Belch. |
250 | _a11th ed | ||
264 | 1 |
_aNew York: _bMcGraw-Hill, _c2018 |
|
300 |
_axli, 764 p. : _bcolor illustrations ; _c29 cm |
||
336 |
_atext _2rdacontent |
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337 |
_aunmediated _2rdamedia |
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338 |
_avolume _2rdacarrier |
||
504 | _aIncludes bibliographical references (pages 780-810) and indexes. | ||
505 | _aContents: 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 | ||
650 | 0 |
_aAdvertising. _93 |
|
650 | 0 |
_aSales promotion. _94 |
|
650 | 0 |
_aCommunication in marketing. _95 |
|
700 | 1 |
_aBelch, Michael A. _96 |
|
906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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942 |
_2lcc _cBK |
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999 |
_c10052 _d17552 |