Advertising and promotion : an integrated marketing communications perspective (Book, 2009) []
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Advertising and promotion : an integrated marketing communications perspective

Author: George E Belch; Michael A Belch
Publisher: Boston, Mass. : McGraw-Hill Irwin, 2009.
Edition/Format:   Print book : English : 8. ed., internat. student edView all editions and formats

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: George E Belch; Michael A Belch
ISBN: 9780071284400 0071284400
OCLC Number: 698965902
Description: XXV, 838 Seiten : zahlreiche Illustrationen, Diagramme ; 28 cm
Contents: Part 1: The Role of IMC in Marketing 1: An Introduction of Integrated Marketing Communications 2: The Role of IMC in the Marketing Process Part 2: Integrated Marketing Program Situation Analysis 3: Organizing for Advertising and Promotion 4: Perspectives on Consumer Behavior Part 3: Analyzing the Communication Process 5: The Communication Process 6: Source, Message, and Channel Factors Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs 7: Establishing Objectives and Budgeting for the Promotional Program Part 5: Developing the Integrated marketing Communications Program 8: Creative Strategy: Planning and Development 9: Creative Strategy: Implementation and Evaluation 10: Media Planning and Strategy 11: Evaluation of Broadcast Media 12: Evaluation of Print Media 13: Support Media 14: Direct Marketing and Marketing on the Internet 15: Internet and WWW 16: Sales Promotion 17: Public Relations, Publicity, and Corporate Advertising 18: Personal Selling Part 6: Monitoring, Evaluation, and Control 19: Measuring the Effectiveness of the Promotional Program Part 7: Special Topics and Perspectives 20: International Advertising and Promotion 21: Regulation of Advertising and Promotion 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Responsibility: George E. Belch & Michael A. Belch.


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