000 03103cam a2200397 i 4500
999 _c3148
_d3148
001 15274643
003 OSt
005 20180725110045.0
008 080424s2009 maua 001 0 eng
020 _a9780073381091 (alk. paper)
020 _a0073381098 (alk. paper)
020 _a0071284400
020 _a9780071284400
040 _aDLC
_erda
_cDLC
_dDLC
_beng
082 0 0 _a659.1
_222
_bB.G.A
100 1 _aBelch, George E.
_q(George Edward),
_d1951-
_912633
245 1 0 _aAdvertising and promotion :
_ban integrated marketing communications perspective /
_cGeorge E. Belch and Michael A. Belch.
250 _a8th ed.
264 1 _aBoston :
_bMcGraw-Hill Irwin,
_c[2009]
264 4 _cc2009
300 _axxv, 838 pages :
_bcolor illustrations ;
_c29 cm.
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aIncludes indexes.
505 8 _aPart 1: The Role of IMC in Marketing Chapter 1: An Introduction of Integrated Marketing Communications Chapter 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation Analysis Chapter 3: Organizing for Advertising and Promotion Chapter 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication Process Chapter 5: The Communication Process Chapter 6: Source, Message, and Channel Factors Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs Chapter 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications Program Chapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Chapter 10: Media Planning and Strategy Chapter 11: Evaluation of Broadcast Media Chapter 12: Evaluation of Print Media Chapter 13: Support Media Chapter 14: Direct Marketing and Marketing on the Internet Chapter 15: Internet and WWW Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity, and Corporate Advertising Chapter 18: Personal Selling Part 6: Monitoring, Evaluation, and Control Chapter 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives Chapter 20: International Advertising and Promotion Chapter 21: Regulation of Advertising and Promotion Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion.
520 _aThis work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.
650 0 _aAdvertising.
_912634
650 0 _aSales promotion.
_912635
650 0 _aCommunication in marketing.
_912636
700 1 _aBelch, Michael A.
_912637
856 4 1 _3Table of contents only
_uhttp://www.loc.gov/catdir/toc/ecip0816/2008018250.html
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
942 _2ddc
_cBK