Normal view MARC view ISBD view

Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / [book] George E. Belch & Michael A. Belch. - 5th ed. - Boston, Mass. : Irwin/McGraw-Hill 2001 - xx, 795, p. : ill. ; 28 cm. - The Irwin/McGraw-Hill series in marketing .

Includes bibliographical references and index.

The role of IMC in marketing--Integrated marketing program situation analysis--Analyzing the communication process--Objectives and budgeting for integrated marketing communications programs--Developing the integrated marketing communications program

ISBN: 0072314451 793 Bht (บริจาค)

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

LC Class. No.: HF 5823 / B44A 2001