Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective -13th Edition | by Michael A. Belch, George E. Belch

TABLE OF CONTENTS

PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS

1. An Introduction to Integrated Marketing Communications

2. The Role of IMC in the Marketing Process

PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS

3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketin...
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