Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch
Material type:
TextPublication details: USA : Irwin/McGraw-Hill, 1995Edition: 3rd edDescription: xxii, 762 pISBN: - 0256136963
- 659.1 B4106
Contents:
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
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
Books
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UE-Central Library | 659.1 B4106 (Browse shelf(Opens below)) | Available | T1163D |
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
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