Advertising and promotion : an integrated marketing communications perspective /
Belch, George E. 1951-
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - Fourth edition - xxii, 762 pages : illustrations ; 29 cm - Irwin/McGraw-Hill series in marketing .
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.
Includes bibliographical references (p. 725-743) and indexes.
The role of the IMC in marketing; integrated marketing programme situation analysis; analyzing the communications process; objectives and budgeting for integrated marketing communications programmes; developing the integrated marketing communications programme; monitoring, evaluating and control; special topics and perspectives.
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
0256218994
Advertising.
Sales promotion.
Communication in marketing.
659.1 / B.G.A
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - Fourth edition - xxii, 762 pages : illustrations ; 29 cm - Irwin/McGraw-Hill series in marketing .
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.
Includes bibliographical references (p. 725-743) and indexes.
The role of the IMC in marketing; integrated marketing programme situation analysis; analyzing the communications process; objectives and budgeting for integrated marketing communications programmes; developing the integrated marketing communications programme; monitoring, evaluating and control; special topics and perspectives.
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
0256218994
Advertising.
Sales promotion.
Communication in marketing.
659.1 / B.G.A