TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9789814575119
AV  - HF 5823 B44A 2015
PY  - 2015///
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - ADVERTISING
KW  - SALES PROMOTION
KW  - COMMUNICATION IN MARKETING
N1  - Includes glossary and index; Introduction to integrated marketing communications; Integrated marketing communication program situation analysis; Analyzing the communication process; Objectives and budgeting for integrated marketing communications programs; Monitoring evaluation and control; Special topics and perspectives
ER  -