Belch,George E. <br/><br/>
Advertising and Promotion  an integrated Marketing Communications Perspective 
by George E. Belch and Michael A. Belch 
 - 5th ed 
 - New Delhi  Tata McGraw-Hill Publishing Company Limited  2001 
 - xx,795+GL13+EN22+CR3+IN19  27.5cm 
<br/><br/> Includes glossary,endnotes and index. 
<br/><br/>Pt I: The Role Of IMC in Marketing Ch 1-An Introduction to Integrated Marketing Communications Ch 2- The Role of IMC in the Marketing Process Pt II: Integrated Marketing Program Situation Analysis Ch 3-Organising for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations Ch 4-Perspectives on Consumer Behavior Pt III:Analyzing the Communication Process Ch 5-The Communication Process Ch 6- Source, Message, and Channel Factors Pt IV:Objectives and Budgeting for Integrated Marketing Communications Programs Ch 7-Establishing Objectives and Budgeting for the Promotional Program Pt V:Developing the Integrated Marketing Communications Program Ch 8-Creative Strategy: Planning and Development Ch 9-Creative Strategy: Implementation and Evaluation Ch 10-Media Planning and Strategy Ch 11-Evaluation of Broadcast Media Ch 12-Evaluation of Print Media Ch 13-Support Media Ch 14-Direct Marketing Ch 15-The Internet and Interactive Media Ch 16-Sales Promotion Ch 17-Public Relations, Publicity, and Corporate Advertising Ch 18-Personal Selling Pt VI:Monitoring, Evaluation and Control Ch 19-Measuring the EffectivenessO of the Promotional Program Pt VII:Special Topics and Perspectives Ch 20-International Advertising and Promotion Ch 21-Regulation of Advertising and Promotion Ch 22-Evaluating the Social,Ethical and Economic Aspects of Advertising and Promotion 
<br/><br/><label>ISBN: </label>0070581940  9780070582620  Rs.385.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Managenent<br/>Marketing<br/>Advertising<br/>Sales Promotion<br/>Communication in Marketing
<br/><br/><label>Dewey Class. No.: </label>659.1  / BEA