000			02866cam a22003731a 4500
008			100227s2009 nyua b 001 0 eng
020			_a9780071284400
020			_a0071284400
035			_a(Sirsi) u3938
040			_aEG-CaNU _c EG-CaNU _d EG-CaNU
042			_ancode
082	0	0	_a659.1 _2 22
100	1		_aBelch, George E. _q (George Edward), _d 1951- _97757
245	1	0	_aAdvertising and promotion : _b an integrated marketing communications perspective / _c George E. Belch & Michael A. Belch.
250			_a8th ed.
260			_aNew York ; _a London : _b McGraw-Hill Irwin, _c c2009.
300			_axxv, 838 p. : _b ill. (chiefly col.) ; _c 28 cm.
500			_a"McGraw-Hill international ed."--Cover.
505	0		_aThe Role of IMC in Marketing -- Integrated Marketing Program Situation Analysis -- Analyzing the Communication Process -- Objectives and Budgeting for Integrated Marketing Communications Programs -- Developing the Integrated marketing Communications Program -- Monitoring, Evaluation, and Control -- Special Topics and Perspectives.
520	3		_aBelch/Belch 8th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.
653			_aDeveloping the Integrated marketing Communications Program.
653			_aObjectives and Budgeting for Integrated Marketing Communications Programs
653			_aAnalyzing the Communication Process
653			_aIntegrated Marketing Program Situation Analysis.
653			_aThe Role of IMC in Marketing
504			_aIncludes bibliographical references and index.
650		0	_aCommunication in marketing. _97758
650		0	_aSales promotion. _9486
650		0	_aAdvertising. _91283
700	1		_aBelch, Michael A. _97759
596			_a1
999			_c2918 _d2918