000			01679nam a22002417a 4500
003			HCC
005			20250113215946.0
008			220216b2021 nyua|||| |||| 001 0 eng d
020			_a9781260570991
040			_cHCC
082			_a659.1 BEL
100			_aBelch, George E.
245			_aAdvertising and Promotion: _bAn Integrated Marketing Communications Perspective / _cGeorge E. Belch; Michael A. Belch
260			_aNew York : McGraw-Hill, _bMcGraw-Hill _c©2021
300			_axxxi, 740 pages and other ; _b illustrations(colour) _c28 cm
500			_a 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.
520			_aAdvertising 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.
650			_aAdvertising.
650			_a Sales promotion.
650			_aCommunication in marketing.
700			_aBelch, Michael E.
942			_2ddc _cBK
999			_c40845 _d40845