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Seznam literatury

BELCH, George E., 1951-

Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. -- 8th ed. -- Boston : McGraw-Hill Irwin, 2009. -- 838 p. : col. ill. -- Content: The Role of IMC in Marketing -- An Introduction to Integrated Marketing Communications -- The Role of IMC in the Marketing Process -- Integrated Marketing Program Situation Analysis -- Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations -- Perspectives on Consumer Behavior -- Analyzing the Communication Process -- The Communication Process -- Source, Message, and Channel Factors -- Objectives and Budgeting for Integrated Marketing Communications Programs -- Establishing Objectives and Budgeting for the Promotional Program -- Developing the Integrated Marketing Communications Program -- Creative Strategy: Planning and Development -- Creative Strategy: Implementation and Evaluation -- Media Planning and Strategy -- Evaluation of Broadcast Media -- Evaluation of Print Media -- Support Media -- Direct Marketing -- The Internet and Interactive Media -- Sales Promotion -- Public Relations, Publicity, and Corporate Advertising -- Personal Selling -- Monitoring, Evaluation, and Control -- Measuring the Effectiveness of the Promotional Program -- Special Topics and Perspectives -- International Advertising and Promotion -- Regulation of Advertising and Promotion -- Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion. -- ISBN 978-0-07-128440-0


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Advertising - Sales promotion - Communication in marketing

10362 M 164 Murad, S. - Advertising
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Rozpis svazků

Lokace Signatura Přírůstkové číslo Stav Kde
Murad, S. - Advertising M 164 10362 Dostupné
Lokace Celkem Nedostupné Absenčně Prezenčně Kde
Murad, S. - Advertising 1 0 1 0

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