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Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / [book] George E. Belch, Michael A. Belch - Ninth edition - Boston : McGraw-Hill Irwin, 2012 - xxxiv, 828 pages : illustrations ; 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: 9780071314404 (alk. paper) 2167 Bht

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

LC Class. No.: HF 5823 / B44A 2012