http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
an integrated marketing communications perspective
xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm.
1. 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
Includes bibliographical references and index