02771nam a2200289Ia 4500 BUBTL 151213s9999 xx 000 0 und d 9780072536768 Eng 659.1 BEA 2004 G. E. Belch & Michal A. Belch 6304 Advertising & Promotion: an integrated marketing communications perspective / George. E. Belch & Michal A. Belch 6th Edn. New Delhi Mc Grow Hill 2004 xxvi, 779, [67] p. : col. ill. ; 28 cm. 209 McGraw-Hill/Irwin series in marketing Includes bibliographical references (p. EN1-EN25) and index. Table of contents Contents note Introduction to integrated marketing communications: Introduction to integrated marketing communications; Role of IMC in the marketing process -- Integrated marketing program situation analysis: Organizing for advertising and promotion, the role of Ad agencies and other marketing communication organizations; Perspectives consumer behavior -- Analyzing the communication process: Communication process; Source, message, and channel factors -- Objectives and budgeting for integrated marketing communications programs: Establishing objectives and budgeting for the promotional program -- Developing the integrated marketing communications program: Creative strategy, planning and development; Creative strategy, implementation and evaluation; Media planning and strategy; Evaluation of broadcast media; Evaluation of print media; Support media; Direct marketing; Internet and interactive media; Sales promotion; Public relation, publicity, and corporate advertising; Personal selling -- Monitoring, evaluate, and control: Measuring the effectiveness of the promotional program -- Special topics and perspectives: International advertising and promotion; Regulation of advertising and promotion; Evaluating the social, ethical, and economic aspects of advertising and promotion -- Glossary. Summary: [In this book, the author] reflect[s] the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. [He] conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century.-http://www.amazon.com. Business Administration Marketing Belch, Michael A. 208 Belch, George. E. 210 0 0 Download ddc BK 2662 2662 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-20034136 2017-08-27 00:00:00 C-1 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310575 2017-08-27 00:00:00 C-2 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310582 2017-08-27 00:00:00 C-3 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310571 2017-08-27 00:00:00 C-4 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310569 2017-08-27 00:00:00 C-5 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310580 2017-08-27 00:00:00 C-6 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310570 2017-08-27 00:00:00 C-7 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310578 2017-08-27 00:00:00 C-8 2017-08-27 BK 0 0 ddc 0 1 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310574 2017-08-27 00:00:00 C-9 2017-08-27 BK 0 0 ddc 0 1 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310573 2017-08-27 00:00:00 C-10 2017-08-27 BK 0 0 ddc 0 1 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310576 2017-08-27 00:00:00 C-11 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310577 2017-08-27 00:00:00 C-12 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310581 2017-08-27 00:00:00 C-13 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310572 2017-08-27 00:00:00 C-14 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310579 2017-08-27 00:00:00 C-15 2017-08-27 BK 0 0 ddc 0 0 BUBTLIB BUBTLIB MAR 2017-08-27 0 659.1 BEA 2004 BUBTL-200310568 2017-08-27 00:00:00 C-16 2017-08-27 BK