TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9780071314404
AV  - HF5823 .B387 2012
PY  - 2012///
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Includes bibliographical references and index; Introduction to integrated marketing communications -- Integrated marketing communications 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  -