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

Advertising and promotion : an integrated marketing communications perspective

Bibliographic Details
Main Author:	Belch, George E., 1951- (Author)
Other Authors:	Belch, Michael A.
Language:	English
Published:	New York: McGraw-Hill Education, c2018.
Edition:	Eleventh edition.
Subjects:	Advertising Communication in marketing Sales promotion

Table of Contents:

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