Belch E. George  <br/><br/>
Advertising and promotion:an integrated marketing communications perspective  
/ George E. Belch & Michael A. Belch  
 - 8th ed. 
 - xxv, 838 p.  
<br/><br/>Introduction to integrated marketing; <br/>Integrated marketing program situation analysis; <br/>Analyzing the communication process; <br/>Objectives and budgeting for integrated marketing; communications programs; <br/>Developing the integrated marketing communications program; <br/>Monitoring, evaluation and control; <br/>Special topics and perspective <br/> 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising <br/>Promotion
<br/><br/><label>Dewey Class. No.: </label>659.1  / B4106