TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 0073101265 (alk. paper)
AV  - HF 5823 B44A 2007
PY  - 2007///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - ADVERTISING
KW  - SALES PROMOTION
KW  - COMMUNICATION IN MARKETING
N1  - Includes glossary and index; Part One Integrated marketing communications; Part Two Integrated marketing program situation analysis; Part Three Analyzing the communication process; Part Four Objectives and budeting for integrated marketing communications programs
ER  -