| 000 | 02313nam a2200229Ia 4500 | ||
|---|---|---|---|
| 003 | NULRC | ||
| 005 | 20250520100554.0 | ||
| 008 | 250520s9999 xx 000 0 und d | ||
| 020 | _a71235035 | ||
| 040 | _cNULRC | ||
| 050 | _aHF 5823 .B387 2004 | ||
| 100 |
_aBelch, George E. _eauthor |
||
| 245 | 0 |
_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch and Michael A. Belch |
|
| 250 | _aSixth Edition / International Edition | ||
| 260 |
_aBoston, Massachusetts : _bMcGraw Hill Education, _cc2004 |
||
| 300 |
_axxvi, 779 pages : _billustrations ; _c25 cm. |
||
| 504 | _aIncludes index. | ||
| 505 | _aPart 1: The Role of IMC in Marketing -- Chapter 1: An Introduction of Integrated Marketing Communications -- Chapter 2: The Role of IMC in the Marketing Process -- Part 2: Integrated Marketing Program Situation Analysis -- Chapter 3: Organizing for Advertising and Promotion -- Chapter 4: Perspectives on Consumer Behavior -- Part 3: Analyzing the Communication Process -- Chapter 5: The Communication Process -- Chapter 6: Source, Message, and Channel Factors -- Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs -- Chapter 7: Establishing Objectives and Budgeting for the Promotional Program -- Part 5: Developing the Integrated marketing Communications Program -- Chapter 8: Creative Strategy: Planning and Development -- Chapter 9: Creative Strategy: Implementation and Evaluation -- Chapter 10: Media Planning and Strategy -- Chapter 11: Evaluation of Broadcast Media -- Chapter 12: Evaluation of Print Media -- Chapter 13: Support Media -- Chapter 14: Direct Marketing and Marketing on the Internet -- Chapter 15: Internet and WWW -- Chapter 16: Sales Promotion -- Chapter 17: Public Relations, Publicity, and Corporate Advertising -- Chapter 18:Personal Selling -- Part 6: Monitoring, Evaluation, and Control -- Chapter 19: Measuring the Effectiveness of the Promotional Program -- Part 7: Special Topics and Perspectives -- Chapter 20: International Advertising and Promotion -- Chapter 21: Regulation of Advertising and Promotion -- Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion | ||
| 650 | _aSALES PROMOTION | ||
| 700 |
_aBelch, Michael A. _eco-author |
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| 942 |
_2lcc _cBK |
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| 999 |
_c8308 _d8308 |
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