TY  - BOOK
AU  - Belch, George E.,
AU  - Belch, Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9781259921698
AV  - HF5823 .B45 2018
PY  - 2018///
CY  - New York
PB  - McGraw-Hill
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  -