Advertising & Promotion an integrated marketing communications perspective / George. E. Belch & Michal A. Belch
Contributor(s): Belch, Michael A
| Belch, George. EMaterial type: 
TextOriginal language: Eng Series: McGraw-Hill/Irwin series in marketingPublisher: New Delhi Mc Grow Hill 2004Edition: 6thDescription: xxvi, 779, [67] p. : col. ill. ; 28 cmISBN: 9780072536768 Subject(s): Marketing | Advertising | Sales promotionDDC classification: 659.1 | Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-1 | Available | BUBTL-20034136 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-2 | Available | BUBTL-200310575 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-3 | Available | BUBTL-200310582 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-4 | Available | BUBTL-200310571 | ||
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Books
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-5 | Available | BUBTL-200310569 | ||
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Books
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-6 | Available | BUBTL-200310580 | ||
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Books
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-7 | Available | BUBTL-200310570 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-8 | Available | BUBTL-200310578 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-9 | Not For Loan | BUBTL-200310574 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-10 | Not For Loan | BUBTL-200310573 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-11 | Not For Loan | BUBTL-200310576 | ||
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Books
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-12 | Available | BUBTL-200310577 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-13 | Available | BUBTL-200310581 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-14 | Available | BUBTL-200310572 | ||
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-15 | Available | BUBTL-200310579 | ||
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Books
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Bangladesh University of Business and Technology Library Marketing Stacks | Bangladesh University of Business and Technology Library | 659.1 BEA 2004 (Browse shelf) | C-16 | Available | BUBTL-200310568 |
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
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