TY  - BOOK
AU  - Belch, George E. 
AU  - Belch, Michael A.
TI  - Advertising and promotion : an integrated marketing communications perspective
T2  - Irwin/McGraw-Hill series in marketing
SN  - 9780256218992 
U1  - 659.1 
PY  - 1998///
CY  - Boston, Mass : 
PB  - Irwin/McGraw-Hill
KW  - Advertising
KW  - Sales promotion
N1  - Includes index; pt. 1. The role of IMC in marketing --
pt. 2. Integrated marketing program situation analysis --
pt. 3. Analyzing the communication process --
pt. 4. Objectives and budgeting for integrated marketing communications programs --
pt. 5. Developing the integrated marketing communications program --
pt. 6. Monitoring, evaluation, and control --
pt. 7. Special topics and perspectives
N2  - 	
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns
ER  -