TY  - BOOK
AU  - Belch E. George 
TI  - Advertising and promotion:an integrated marketing communications perspective 
U1  - 659.1 
KW  - Advertising
KW  - Promotion
N1  - Introduction to integrated marketing; 
Integrated marketing 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 perspective

ER  -