Belch, George E. <br/><br/>
Introduction to advertising and promotion: and intergrated marketing comunications perspectives. / 
George, E Belch 
 - Boston:  Irwin,  1995 
 - xxii, 762 p.:  ill.;  28cm. 
<br/><br/> Includes index. 
<br/><br/>Contents: Role of advertising and promotion in marketing -- Promotion program situation analysis -- Analyzing the communications process -- Establishing objectives and budgeting for promotional program -- Developing the intergrated marketing communications program -- Monitoring, evaluation and control -- Special topics and perspectives. 
<br/><br/><label>ISBN: </label>0251636963 
<br/><br/><label>LC Class. No.: </label>HF5623.B41