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Advertising and promotion : an integrated marketing communications perspective

Author: George E Belch; Michael A Belch
Publisher: Boston, Mass. : Irwin/McGraw-Hill, 2001.
Series: Irwin/McGraw-Hill series in marketing.
Edition/Format:   Print book : English : 5th edView all editions and formats
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Document Type: Book
All Authors / Contributors: George E Belch; Michael A Belch
ISBN: 0072314451 9780072314458 0071180265 9780071180269
OCLC Number: 1039091824
Description: xx, 795, GL13, EN22, CR3, IN19 pages ; ol. illustrations ; 29 cm.
Contents: The role of IMC in marketing --
Integrated marketing program situation analysis --
Analyzing the communication process --
Objectives and budgeting for integrated marketing communications programs --
Developing the integrated marketing communications program --
Monitoring, evaluation, and control --
Special topics and perspectives.
Series Title: Irwin/McGraw-Hill series in marketing.
Responsibility: George E. Belch & Michael A. Belch.

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