Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
By: Belch, George E. (George Edward)
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Contributor(s): Belch, Michael A.
Material type: 
BookSeries: Irwin/McGraw-Hill series in marketing.Publisher: Boston, Mass. : Irwin/McGraw-Hill, 2001Edition: 5th ed.Description: xx, 795, GL13, EN22, CR3, IN19 p. : col.ill ; 29 cm + hbk.ISBN: 0072314451.Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 659.1 (Browse shelf(Opens below)) | 1 | Available | 00082894 |
Includes bibliographical references (EN-EN22) and indexes.
Part One: The role of IMC in marketing -- Part Two: Integrated marketing program situation analysis -- Part Three: Analyzing the communication process -- Part Four: Objectives and budgeting for integrated marketing communications programs -- Part Five: Developing the integrated marketing communications program -- Part Six: Monitoring, evaluation and control -- Part Seven: Special topics and perspectives.