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Advertising and Promotion : An Integrated Marketing Communications Perspective
ISBN: 9780072314458 | 0072314451
Edition: 5thFormat: Hardcover
Publisher: McGraw Hill College Div
Pub. Date: 8/1/2000
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| Part One The Role of IMC in Marketing | |||||
| 2 | (34) | |||
| 36 | (30) | |||
| ... MORE | |||||
| 66 | (38) | |||
| 104 | (32) | |||
| Part Three Analyzing the Communication Process | |||||
| 136 | (32) | |||
| 168 | (30) | |||
| Part Four Objectives and Budgeting for Integrated Marketing Communications Programs | |||||
| 198 | (44) | |||
| Part Five Developing the Integrated Marketing Communications Program | |||||
| 242 | (30) | |||
| 272 | (30) | |||
| 302 | (50) | |||
| 352 | (42) | |||
| 394 | (42) | |||
| 436 | (32) | |||
| 468 | (24) | |||
| 492 | (30) | |||
| 522 | (52) | |||
| 574 | (38) | |||
| 612 | (22) | |||
| Part Six Monitoring, Evaluation, and Control | |||||
| 634 | (36) | |||
| Part Seven Special Topics and Perspectives | |||||
| 670 | (52) | |||
| 722 | (40) | |||
| 762 | ||||
| Glossary of Advertising and Promotion Terms | GL | ||||
| Endnotes | EN | ||||
| Credits and Acknowledgments | CR1 | ||||
| Name and Company Index | IN | ||||
| Subject Index | IN11 |
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