Belch E. George

Advertising and promotion:an integrated marketing communications perspective / George E. Belch & Michael A. Belch - 8th ed. - xxv, 838 p.

Introduction to integrated marketing;
Integrated marketing program situation analysis;
Analyzing the communication process;
Objectives and budgeting for integrated marketing; communications programs;
Developing the integrated marketing communications program;
Monitoring, evaluation and control;
Special topics and perspective



Advertising
Promotion

659.1 / B4106