| Description |
xxxi, 740 pages and other ; illustrations(colour) |
| Summary |
Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the consumer behaviour, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behaviour, and communications theory |
| Bibliography |
Includes bibliographical references and index |
| Notes |
<li>Part 1. Introduction to integrated marketing communications <li>Part 2. Integrated marketing communications program situation analysis <li>Part 3. Analysing the communication process <li>Part 4. Objectives and budgeting for integrated marketing communications programs <li>Part 5. Developing the integrated marketing communications program <li>Part 6. Monitoring, evaluation, and control <li>Part 7. Special topics and perspectives |
| Subject |
Advertising
|
|
Sales promotion
|
|
Communication in marketing
|
|
Marketing
|
|
Communication
|
|
Integrated Marketing
|
|
Consumer Behaviour
|
| Reading List |
MMS702 recommended text 2024
|
| Author |
Belch, Michael E. author
|
| ISBN |
9781260570991 |
|
1260570991 |
|
