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Advertising and promotion : an integrated marketing communications perspective

Belch, George E.

Advertising and promotion : an integrated marketing communications perspective by George E. Belch, Michael A. Belch and Keyoor Purani - 7th ed. - New Delhi: McGraw Hill Education (India) Private Limited 2012 - xxxiii, 1075p., glos, ind. 24 cm x 18 cm

ISBN: 9780070144965

Subjects--Topical Terms:
advertising
branding
budgeting for IMS
consumer behavior
decision making process
direct marketing
economic aspects
evaluation of media
integrated marketing communications
internet marketing
marketing
marketing communication
marketing mix
marketing plan
media planning
monitoring
personal selling
print media
public relation
sales promotion
social ethical
support media

Dewey Class. No.: 659.1 / BEL

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