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Advertising and promotion: an integrated marketing communications perspective

Author: Belch, George E. ; Belch, Michael A.Publisher: McGraw-Hill, 2007.Edition: 7th ed.Language: EnglishDescription: 820 p. : Photos ; 27 cm.ISBN: 0071105891Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Textbook Collection
Print HF5415.123 .B45 2007
(Browse shelf)
Consultation only 900176002
Book Europe Campus
Main Collection
Print HF5415.123 .B45 2007
(Browse shelf)
Available 32419001213242
Total holds: 0

Includes index


Contents in Brief Advertising and promotion Advertising and promotion Chapter Eleven Evaluat~on Broadcast Media of Chapter Twelve Evaluation of Print Media Part %tp Introduction t o lntegrated Marketing Comrnunicatiom Chapter One An Introduction to integrated Marketing Communications Chapter Two The Rofe of IMC in the Marketing Process +. 2 Chapter Thirteen Support Media Chapter Fourteen Direct Marketing Chapter Fifteen The Internet and Interactive Media Chapter Sixteen Sales Promotion Chapter Seventeen Public Relations, Publicity, and Cormrate Advertisins Chapter Eighteen Personal Selling 36 Part. Two lntegrated Marketing Program Situation Analysis Chapter Three Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Chapter Four Perspectives on Consumer Behavior - 66 102 p.3 l'f Th ye.: Analyzing the Communkation Process Chapter Five The Communication Process Chapter Six Source, Message, and Channel Factors 134 162 Monitoring, Evaluation, and Control Chapter Nineteen Measuring the Effectiveness of the Promotional Program : f : v .). v l . Special Topics and Perspectives I I C ,, h r t - P a r t Four Objectives and Budgeting far Integrated ~arketing Colfimunications Programs Chauter Seven ~stablishin~ Objectives and Budgeting far the Promotional Program Chapter Twenty InternationalAdvertising and Promotion Chapter Twenty-one Regulation of Advertising and Promotion 190 Chapter Twenty-two Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Glossary of Advertising and Promotion Terms Endnotes Part F i w Developing the Integrated Marketing Communications Program Chapter Eight Creative Strategy: Planning and Development 234 Credits and Acknowledgments Name and Company lndex Subject Index Chapter Nine Creative Strategy: Implementation and Evaluat~on 264 Chapter Ten Media Planning and Strategy xviii 298

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