Normal view MARC view ISBD view

Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / [book] George E. Belch, Michael A. Belch. - 9th ed. - Boston : McGraw-Hill Irwin, 2012 - xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm.

Includes glossary and index

Part One Integrated marketing communications Part Two Integrated marketing program situation analysis Part Three Analyzing the communication process Part Four Objectives and budeting for integrated marketing communications programs

ISBN: 9780071314404 (alk. paper) 2167 Bht

Subjects--Topical Terms:
ADVERTISING
SALES PROMOTION
COMMUNICATION IN MARKETING

LC Class. No.: HF 5823 / B44A 2012