00801nam a22001457a 4500008004100000020001500041050001500056100002100071245012000092260002600212300003200238500002000270505034300290700002200633120529t        xxu||||| |||| 00| 0 eng d  a0251636963  aHF5623.B41  aBelch, George E.  aIntroduction to advertising and promotion: and intergrated marketing comunications perspectives. /cGeorge, E Belch  aBoston:bIrwin,c1995  axxii, 762 p.:bill.;c28cm.  aIncludes index.  aContents: 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.  aBelch, Micheal A.