| 000 | 02055pam a2200361 i 4500 | ||
|---|---|---|---|
| 999 |
_c3091 _d3091 |
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| 001 | 1181461 | ||
| 005 | 20180725105832.0 | ||
| 008 | 970714s1998 maua b 001 0 eng | ||
| 020 | _a0256218994 | ||
| 040 |
_aDLC _cDLC _dDLC _erda |
||
| 082 | 0 | 0 |
_a659.1 _221 _bB.G.A |
| 100 | 1 |
_aBelch, George E. _q(George Edward), _d1951- _912429 _eauthor |
|
| 245 | 1 | 0 |
_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch. |
| 250 | _aFourth edition | ||
| 264 | 1 |
_aBoston, Mass : _bIrwin/McGraw-Hill, _cc1998. |
|
| 300 |
_axxii, 762 pages : _billustrations ; _c29 cm |
||
| 336 |
_2rdacontent _atext |
||
| 337 |
_2rdamedia _aunmediated |
||
| 338 |
_2rdacarrier _avolume |
||
| 440 | 0 |
_aIrwin/McGraw-Hill series in marketing _912430 |
|
| 500 | _aRev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995. | ||
| 504 | _aIncludes bibliographical references (p. 725-743) and indexes. | ||
| 505 | 8 | _aThe 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. | |
| 520 | _aThis 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. | ||
| 650 | 0 |
_aAdvertising. _912431 |
|
| 650 | 0 |
_aSales promotion. _912432 |
|
| 650 | 0 |
_aCommunication in marketing. _912433 |
|
| 700 | 1 |
_aBelch, Michael A. _912434 _eco-author |
|
| 700 | 1 |
_aBelch, George E. _q(George Edward), _d1951- _tIntroduction to advertising and promotion. _912435 _eco-author |
|
| 906 |
_a7 _bcbc _corignew _d1 _eocip _f19 _gy-gencatlg |
||
| 942 |
_2ddc _cBK |
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