Advertising and promotion : an integrated marketing communications perspective
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York :
McGraw-Hill Education
c2018
|
| Edition: | Eleventh edition |
| Subjects: |
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