TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion : an integrated marketing communications perspective
SN  - 9780071314404 (alk. paper)
AV  - HF 5823 B44A 2012
PY  - 2012///
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  -