Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

By:

Belch, George E. (George Edward), 1951- [author]

Contributor(s):

Material type: Text

TextSeries: Irwin/McGraw-Hill series in marketingPublisher: Boston, Mass : Irwin/McGraw-Hill, c1998Edition: Fourth editionDescription: xxii, 762 pages : illustrations ; 29 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0256218994

Subject(s):

DDC classification:

659.1 21 B.G.A

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Main library B8	Commerce and business administration ( Marketing )	659.1 B.G.A (Browse shelf(Opens below))	Available		00004840

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Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.

Includes bibliographical references (p. 725-743) and indexes.

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.

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