| 000 | 00966nam a22002177a 4500 | ||
|---|---|---|---|
| 999 |
_c11513 _d11513 |
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| 005 | 20200630073116.0 | ||
| 008 | 181025b ||||| |||| 00| 0 eng d | ||
| 020 | _a0256136963 | ||
| 040 | _cPK-IsLIS | ||
| 082 |
_a659.1 _bB4106 |
||
| 100 | _a Belch, George E. | ||
| 245 |
_aIntroduction to advertising and promotion : an integrated marketing communications perspective _c/ George E. Belch, Michael A. Belch |
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| 250 | _a3rd ed. | ||
| 260 |
_aUSA : _bIrwin/McGraw-Hill, _c1995 |
||
| 300 | _axxii, 762 p. | ||
| 650 | _aAdvertising | ||
| 650 | _aSales promotion | ||
| 650 | _aCommunication in marketing | ||
| 942 | _cBK | ||
| 505 | 0 | _arole 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 | |