TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective.
SN  - 0073101265 (alk. paper)
AV  - HF5823.B38 
U1  - 659.1 22
PY  - 2007///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Includes bibliographical references (p. 763-789) and indexes; Contents: Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications programs -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives --
ER  -