TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
TI  - Advertising and Promotion: an integrated marketing communications perspective 
SN  - 9780071160889
AV  - HF5823  .B387 1998
PY  - 1998///
CY  - Boston
PB  - McGraw Hill
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 program -- Developing the integrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives
ER  -