Advertising and Promotion: An Integrated Marketing Communications Perspective / George E. Belch; Michael A. Belch
Material type:
TextPublication details: New York : McGraw-Hill, McGraw-Hill ©2021Description: xxxi, 740 pages and other ; illustrations(colour) 28 cmISBN: - 9781260570991
- 659.1 BEL
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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HCUC LIBRARY - ENGLISH COLLECTION | 659.1 BEL (Browse shelf(Opens below)) | 1 | Checked out | 06/03/2025 | 08749 |
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Part 1. Introduction to integrated marketing communications
Part 2. Integrated marketing communications program situation analysis
Part 3. Analysing the communication process
Part 4. Objectives and budgeting for integrated marketing communications programs
Part 5. Developing the integrated marketing communications program
Part 6. Monitoring, evaluation, and control
Part 7. Special topics and perspectives.
Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the consumer behaviour, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behaviour, and communications theory.
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