an integrated marketing communications perspective Belch, George E. creator Belch, Michael A. text NewYork, NY McGraw-Hill Education c 2018 11th edition. monographic xli, 764 pages : illustrations ; Part 1. Introduction to integrated marketing communications -- Part 2. Integrated marketing communications program situation analysis -- Part 3. Analyzing the communication process -- Part 4. Objectives and budgeting for integrated marketing communications programs -- Part 5. Developing the integrated marketing communications program -- Part 6. Monitoring, evaluation, and control -- Part 7. Special topics and perspectives. Advertising Sales promotion Communication in marketing HF 5823 BEL 9781259548147 1259548147 9781259921698 1259921697 1260152308 9781260152302