000			03429cam a22004454a 4500
001			3675
003			BD-DhEWU
005			20190324020001.0
008			030110s2004 maua g b 001 0 eng d
010			_a 2003042015
020			_a0072536764 (alk. paper)
020			_a9780072536768
020			_a0071214380 (international : alk. paper)
020			_a 9780071214384
035			_a(OCoLC)51476939
040			_aDLC _cDLC _dDLC _dBD-DhEWU _beng
041			_aeng
050	0	0	_aHF5823 _b.B387 2004
082	0	0	_a659.1 _bBEA 2004
100	1		_aBelch, George E. _q(George Edward), _d1951- _911751
245	1	0	_aAdvertising and promotion : _ban integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch.
250			_a6th ed.
260			_aBoston : _bMcGraw-Hill, _cc2004.
300			_axxvi, 779, [67] p. : _bcol. ill. ; _c28 cm.
440		0	_aMcGraw-Hill/Irwin series in marketing _924053
504			_aIncludes bibliographical references (p. EN1-EN25) and index.
505			_tTOC _a 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.
520			_aSummary: [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.
526			_aBA
590			_aSagar Shahanawaz
650		0	_aAdvertising. _911752
650		0	_aSales promotion. _911753
650		0	_aCommunication in marketing. _911754
700	1		_aBelch, Michael A. _911755
856	4	2	_3WorldCat details _uhttps://www.worldcat.org/title/advertising-and-promotion-an-integrated-marketing-communications-perspective/oclc/51476939&referer=brief_results
856	4	2	_3E-book Fulltext _uhttp://lib.ewubd.edu/ebook/3675
942			_2ddc _cTEXT _013
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999			_c3675 _d3675