Advertising and promotion : an integrated marketing communications perspective
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston :
McGraw-Hill/Irwin ,
2007
|
| Edition: | 7th ed |
| Subjects: |
Table of Contents:
- pt. 1. Introduction to integrated marketing communications
- pt. 2. Integrated marketing program situation analysis
- pt. 3. Analyzing the communication process
- pt. 4. Objectives and budgeting for integrated marketing communications programs
- pt. 5. Developing the integrated marketing communications program
- pt. 6. Monitoring, evaluation, and control
- pt. 7. Special topics and perspectives