TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
T2  - The Irwin/McGraw-Hill series in marketing
SN  - 0072314451
AV  - HF 5823 B44A 2001
PY  - 2001///
CY  - Boston, Mass.
PB  - Irwin/McGraw-Hill
KW  - ADVERTISING
KW  - SALES PROMOTION
KW  - COMMUNICATION IN MARKETING
N1  - Includes bibliographical references and index; The role of IMC in marketing--Integrated marketing program situation analysis--Analyzing the communication process--Objectives and budgeting for integrated marketing communications programs--Developing the integrated marketing communications program
ER  -