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Introduction to advertising and promotion : an integrated marketing communications perspective

Belch, George E.

Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch - 3rd ed. - USA : Irwin/McGraw-Hill, 1995 - xxii, 762 p.

role of advertising and promotion in marketing;
promotion program situation analysis;
analyzing the communication process;
establishing objectives and budgeting for the promotional program;
developing the integrated marketing communications program;
monitoring, evaluation and control;
special topics and perspectives

ISBN: 0256136963

Subjects--Topical Terms:
Advertising
Sales promotion
Communication in marketing

Dewey Class. No.: 659.1 / B4106

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Introduction to advertising and promotion : an integrated marketing communications perspective