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著者 |
Belch, George E. (George Edward), 1951-. |
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題名 |
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. |
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版次 |
Twelfth edition. |
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出版項 |
New York, NY : McGraw-Hill Education, c2021. |
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稽核項 |
xxxi, [742, 13, 33, 9, 14 p.] : col. ill. ; 28 cm. |
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書目、索引、附錄等 |
Includes bibliographical references and index. |
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目錄 |
Part 1: Introduction to Integrated Marketing Communications -- 1. An Introduction to Integrated Marketing Communications -- 2. The Role of IMC In the Marketing Process -- Part 2: Integrated Marketing Communications Program Situation Analysis -- 3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations -- 4. Perspectives on Consumer Behavior -- Part 3: Analyzing the Communication Process -- 5. The Communication Process -- 6. Source, Message, And Channel Factors -- Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs -- 7. Establishing Objectives and Budgeting for The Promotional Program. |
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目錄 |
Part 5: Developing the Integrated Marketing Communications Program -- 8. Creative Strategy: Planning and Development -- 9. Creative Strategy: Implementation and Evaluation -- 10. Media Planning and Strategy -- 11. Evaluation of Media: Television and Radio -- 12. Evaluation of Media: Magazines and Newspapers -- 13. Support Media -- 14. Direct Marketing -- 15. The Internet: Digital and Social Media -- 16. Sales Promotion -- 17. Public Relations, Publicity, And Corporate Advertising -- Part 6: Monitoring, Evaluation, And Control -- 18. Measuring the Effectiveness of The Promotional Program -- Part 7: Special Topics and Perspectives -- 19. International Advertising and Promotion -- 20. Regulation of Advertising and Promotion -- 21. Evaluating the Social, Ethical, And Economic Aspects of Advertising and Promotion -- 22. Personal Selling (Online Only). |
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主題 |
Advertising. |
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主題 |
Communication in marketing. |
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主題 |
Sales promotion. |
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其他著者 |
Belch, Michael A. |
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ISBN |
1260570991. |
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ISBN |
9781260570991 (international student ed.). |
