000			02809nam a2200325 i 4500
001			990206944870107026
003			UkOxU
005			20240730094205.0
008			161025s2015 nyua b 001 0 eng d
020			_a9789814575119
040			_aUkOxU _beng _erda _cUkOxU
041			_aeng
050			_aHF5823 _b.B387 2015
100			_aBelch, George E. _q(George Edward) _d1951- _eauthor _921295
245	1	0	_aAdvertising and promotion _b: an integrated marketing communications perspective _c/ George E. Belch, Michael A. Belch.
250			_aTenth edition ; _bGlobal edition.
260			_a[New York, NY] : _bMcGraw-Hill Education, _c2015
300			_axxxvi, 842 pages : _billustrations (chiefly colour) ; _c28 cm.
490			_aIrwin/McGraw-Hill series in marketing.
500			_aPrevious edition: 2012.
504			_aIncludes bibliographical references and index.
505			_aIntroduction to integrated marketing communications — Integrated marketing communications 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			_aThis Global Edition has been developed specifically to meet the needs of international advertising students. In this 10th edition, Belch/Belch introduces students to the fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations' promotional programs than just advertising. The changes happening in the world of advertising are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a "big picture" approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today's business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. This 10th edition, with its integrated marketing communications perspective (the theme of the text), catapults the reader into the business practices of the 21st century. This Global Edition has been adapted to meet the needs of courses outside the United States and does not align with the instructor and student resources available with the U.S. edition.
526			_aM1CO Marketing: Communication and Client Relationship
650		0	_aCommunication in marketing _92094
650		0	_aSales promotion _96625
650		0	_aAdvertising _92839
700			_aBelch, Michael A. _eauthor _921294
942			_2lcc
999			_c1650 _d1650