Advertising and promotion: an integrated marketing communications perspective

by Belch, George Edward

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Title Statements

Full title :Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

Edition Statements

Publication Date:2018
Edition:Eleventh edition

Publication Statements

Publisher(s):McGraw-Hill Education
Place of Publication:New York, NY
Language:eng
Publication Date:2018

The Physical Object

Description:1 v. (xli-764 p.) : : illustrations en coul. ; : 29 cm

Edition Identifiers

ISBN:9781259548147, 1259548147, 9781259921698, 1259921697, 1260152308, 9781260152302
oclc:on1089122264
LC Classification:HF5823
Dewey Decimal:659.1

Part 1. Introduction to integrated marketing communications -- Part 2. Integrated marketing communications program situation analysis -- Part 3. Analyzing the communication process -- Part 4. Objectives and budgeting for integrated marketing communications programs -- Part 5. Developing the integrated marketing communications program -- Part 6. Monitoring, evaluation, and control -- Part 7. Special topics and perspectives

Subjects

advertising Communication Communication en marketing Communication in marketing Marketing Publicité Sales promotion Stratégie de marque Ventes -- Promotion