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Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / [book] George E. Belch, Michael A. Belch. - 7th ed. - Boston : McGraw-Hill Irwin, 2007 - xxvi, 820 p. : col. ill. ; 29 cm.

Includes glossary and index

Part One Integrated marketing communications Part Two Integrated marketing program situation analysis Part Three Analyzing the communication process Part Four Objectives and budeting for integrated marketing communications programs

ISBN: 0073101265 (alk. paper) 2167 Bht 9780073101262 (alk. paper)

Subjects--Topical Terms:
ADVERTISING
SALES PROMOTION
COMMUNICATION IN MARKETING

LC Class. No.: HF 5823 / B44A 2007