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Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch - 4th ed - Boston, Mass. : Irwin/McGraw-Hill, c1998 - xxii, 762 p. : illus ; 29 cm. - Irwin/McGraw-Hill series in marketing .

Part 1: The role of IMC in marketing - - Part 2: Integrated marketing program situation analysis - - Part 3: Analyzing the communication process - - Part 4: Objectives and budgeting for integrated marketing communications programs - - Part 5: Developing the integrated marketing communications program - - Part 6: Monitoring, evaluation, and control - - Part 7: Special topics and perspectives

ISBN: 0256218994

Subjects--Topical Terms:
Advertising.
Sales promotion.
Communication in marketing.

Dewey Class. No.: 659.1 / B427A 1998