TY  - BOOK
AU  - Belch,George E.
TI  - Advertising and promotion: an integrated marketing communications perspective
SN  - 0072536764 (hb)
U1  - 659.1 
PY  - 2004///
CY  - Boston
PB  - McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
KW  - Integrated marketing
KW  - Marketing process
KW  - Communication organization
KW  - Promotional program
KW  - Planning development
KW  - Media planning
KW  - Evaluation control
KW  - International advertising promotion
KW  - FMS
N1  - Includes index
ER  -