TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Micheal A.
TI  - Introduction to advertising and promotion: and intergrated marketing comunications perspectives.
SN  - 0251636963
AV  - HF5623.B41 
PY  - 1995///
CY  - Boston
PB  - Irwin
N1  - Includes index; 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
ER  -