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Advertising and Promotion an integrated marketing communication perspective George E. Belch.
Series The Mc Graw-Hill / Irwin series in marketingDetalles de publicación: McGraw Hill Companies 2004.Edición: 6th edDescripción: 779 p. ill. 28 cm. 1 computer discISBN:- 0072866144
- HF5823 .B387 2004
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | HF5823 .B387 2004 (Navegar estantería(Abre debajo)) | Disponible | 50000002141801 | ||||||||||||||
| Libro | Biblioteca Encarnación Valdés Colección General bev | 659.1 B427a6 (Navegar estantería(Abre debajo)) | Disponible | 80000002334764 | ||||||||||||||
| Disco | Biblioteca Encarnación Valdés Colección General bev | 659.1 B427a6 (Navegar estantería(Abre debajo)) | Disponible | CD | 80000002334772 |
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Descripciones mejoradas de Syndetics:
Reflects the shift from the conventional methods of advertising to the recognized approach of implementing an integrated marketing communications strategy. This text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.
ESTE LIBRO INCLUYE UN DISCO
Includes bibliographical references (p.EN1-EN25) and index.
Tabla de contenidos provista por Syndetics
- Part 1 The Role of IMC in Marketing
- Chapter 1 An Introduction of Integrated Marketing Communications
- Chapter 2 The Role of IMC in the Marketing Process
- Part 2 Integrated Marketing Program Situation Analysis
- Chapter 3 Organizing for Advertising and Promotion
- Chapter 4 Perspectives on Consumer Behavior
- Part 3 Analyzing the Communication Process
- Chapter 5 The Communication Process
- Chapter 6 Source, Message, and Channel Factors
- Part 4 Objectives and Budgeting for Integrated Marketing Communications Programs
- Chapter 7 Establishing Objectives and Budgeting for the Promotional Program
- Part 5 Developing the Integrated marketing Communications Program
- Chapter 8 Creative Strategy: Planning and Development
- Chapter 9 Creative Strategy: Implementation and Evaluation
- Chapter 10 Media Planning and Strategy
- Chapter 11 Evaluation of Broadcast Media
- Chapter 12 Evaluation of Print Media
- Chapter 13 Support Media
- Chapter 14 Direct Marketing and Marketing on the Internet
- Chapter 15 Internet and WWW
- Chapter 16 Sales Promotion
- Chapter 17 Public Relations, Publicity, and Corporate Advertising
- Chapter 18 Personal Selling
- Part 6 Monitoring, Evaluation, and Control
- Chapter 19 Measuring the Effectiveness of the Promotional Program
- Part 7 Special Topics and Perspectives
- Chapter 20 International Advertising and Promotion
- Chapter 21 Regulation of Advertising and Promotion
- Chapter 22 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
- Glossary of Advertising and Promotion Terms
- End Notes
- Credits and Acknowledgements
- Name and Company
- Index
- Subject Index