Belch, George E. <br/><br/>
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 .
<br/><br/>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 
<br/><br/><label>ISBN: </label>0256218994 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.
<br/><br/><label>Dewey Class. No.: </label>659.1  / B427A 1998