TY  - BOOK
AU  -  Belch, George E.
TI  - Introduction to advertising and promotion : an integrated marketing communications perspective
SN  - 0256136963
U1  - 659.1 
PY  - 1995///
CY  - USA
PB  - Irwin/McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - role of advertising and promotion in marketing;
promotion program situation analysis;
analyzing the communication process; 
establishing objectives and budgeting for the promotional program;
developing the integrated marketing communications program;
monitoring, evaluation and control;
special topics and perspectives

ER  -