Belch, George E. <br/><br/>
Introduction to advertising and promotion : an integrated marketing communications perspective 
/ George E. Belch, Michael A. Belch 
 - 3rd ed. 
 - USA :  Irwin/McGraw-Hill,  1995 
 - xxii, 762 p. 
<br/><br/>role of advertising and promotion in marketing;<br/>promotion program situation analysis;<br/>analyzing the communication process; <br/>establishing objectives and budgeting for the promotional program;<br/>developing the integrated marketing communications program;<br/>monitoring, evaluation and control;<br/>special topics and perspectives<br/> 
<br/><br/><label>ISBN: </label>0256136963 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Sales promotion<br/>Communication in marketing
<br/><br/><label>Dewey Class. No.: </label>659.1  / B4106