TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion : an integrated marketing communications perspective
T2  - Irwin/McGraw-Hill series in marketing
SN  - 0256218994
U1  - 659.1 
PY  - 1998///
CY  - Boston, Mass.
PB  - Irwin/McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Part 1: The role of IMC in marketing - - Part 2: Integrated marketing program situation analysis - - Part 3: Analyzing the communication process - - Part 4: Objectives and budgeting for integrated marketing communications programs - - Part 5: Developing the integrated marketing communications program - - Part 6: Monitoring, evaluation, and control - - Part 7: Special topics and perspectives
ER  -