TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 97800073101262
AV  - HF5823 .B387 2007
PY  - 2007///
CY  - Boston, Mass.
PB  - Irwin/McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - includes index; Introduction to integrated marketing communications -- Integrated marketing program situation analysis -- Analyzing the communication process -- Objectives and budgeting for integrated marketing communications program --  Monitoring, evaluation, and control -- Special topics and perspectives
ER  -