000			01332 am a2200277 4500
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003			MTX
008			011223s1998 a 001 0 eng d
020			_a0256218994
035			_a0040-02460
039		9	_a201607251847 _bVLOAD _c201504222016 _dVLOAD _c201211141815 _dVLOAD _c201206060041 _dVLOAD _y200405061752 _zVLOAD
040			_aPBRU
082	0	4	_a659.1 _bB427A 1998
100	1		_aBelch, George E. _943085
245	1	0	_aAdvertising and promotion : an integrated marketing communications perspective / _cGeorge E. Belch & Michael A. Belch
250			_a4th ed
260			_aBoston, Mass. : _bIrwin/McGraw-Hill, _cc1998
300			_axxii, 762 p. : _billus ; _c29 cm.
490	1		_aIrwin/McGraw-Hill series in marketing
505	2		_aPart 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
650		0	_aAdvertising. _929007
650		0	_aSales promotion. _943086
650		0	_aCommunication in marketing. _943087
700	1		_aBelch, Michael A. _943088
942			_c1
999			_c36634 _d36634