An Integrated Marketing Communications Perspective Belch, George E. (George Edward) 1951- creator Belch, Michael A. text bibliography mau Boston McGraw-Hill Irwin c2012 2009 10th ed. monographic eng

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xxxvi, 842 p. : col. ill. ; 29 cm. Part 1: Introduction to Integrated Marketing Communication Chapter 1: An Introduction to 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: the Role of Ad Agencies and Other Marketing Communication Organizations 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 Chapter 15: The Internet and Interactive Media 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. George E. Belch & Michael A. Belch. "McGraw-Hill international edition" --Cover. Includes bibliographical references (p. 783-813) and indexes. Advertising Sales promotion Communication in marketing HF5823 .B387 2012 659.1 85.40 QP 630 QP 620 9780071284400 (pbk.) 0071284400 (pbk.) 9789814575119 (alk. paper) 0073381098 (alk. paper) cuck 080424 20210920113620.0 018098 eng