TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael E.
TI  - Advertising and Promotion: : An Integrated Marketing Communications Perspective 
SN  - 9781260570991
U1  - 659.1 BEL 
PY  - 2021///
CY  - New York : McGraw-Hill
PB  - McGraw-Hill
KW  - Advertising.
KW  -  Sales promotion.
KW  - Communication in marketing
N1  - 	
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
N2  - 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.
ER  -