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Belch, George E. 4 0 1951-

Advertising and promotion : an integrated marketing communications perspective / 6 6 George E. Belch & Michael A. Belch ; with contributions by Jorg Dietzel. - 9e, global edition. - - xxxv, 769 pages : color illustrations 29 cm. - - - - - . - . - 0 . - . - 0 .



Includes bibliographical references (p. 721-769) and index.



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An overview of advertising and promotion that covers integrated marketing communications, analyzing the communication process, objectives, budgeting, developing an integrated marketing communications program, monitoring, evaluation, control, and other related topics.

Adult;Adult. Follett Library Resources.











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ISBN: 9780071314404 (paperback : trade)

ISSN: 2 = =

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Advertising.;Sales promotion.;Communication in marketing. --------20--

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LC Class. No.: HF5823 / .B387 20122

Dewey Class. No.: 659.1 B41a 2012 / 223

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