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005 20250919010540.0
008 160112t2009 maua bi 001 0 eng d
020 _a9780073381091
_qpaperback
_cHadiah
020 _a0073381098
_qalkaline paper
020 _a9780071284400
_qpaperback
_cHadiah
020 _a0071284400
_qpaperback
039 9 _a201803260914
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_drahah
_c201603221236
_drosli
_y01-12-2016
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040 _aDLC
_beng
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_dBTCTA
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_dUKM
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_dCWI
_dUKMGB
_dOCLCF
_dOCLCQ
_dUKM
_erda
090 _aHF5823.B387 2009
090 _aHF5823
_b.B387 2009
100 1 _aBelch, George E.
_q(George Edward),
_d1951-
_eauthor.
245 1 0 _aAdvertising and promotion :
_ban integrated marketing communications perspective /
_cGeorge E. Belch & Michael A. Belch.
250 _aEighth Edition.
264 1 _aBoston :
_bMcGraw-Hill Irwin,
_cò009.
264 4 _c©2009.
300 _axxv, 838 pages :
_bcolour illustrations ;
_c29 cm.
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
504 _aIncludes bibliographical references : pages 783-813 and indexes.
505 _aPart 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.
520 _aThis work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy.
650 0 _aAdvertising.
650 0 _aSales promotion.
650 0 _aCommunication in marketing.
700 1 _aBelch, Michael A.
_eauthor.
856 4 1 _3Table of contents
_uhttp://catdir.loc.gov/catdir/toc/ecip0816/2008018250.html.
907 _a.b16253395
_b2019-11-12
_c2019-11-12
942 _c01
_n0
_kHF5823.B387 2009
914 _avtls003598315
991 _aFakulti Ekonomi dan Pengurusan
998 _at
_b2016-12-01
_cm
_da
_feng
_gmau
_y0
_z.b16253395
999 _c603007
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