000			00851nam a22001697a 4500
008			120529t xxu||||| |||| 00| 0 eng d
020			_a0251636963
050			_aHF5623.B41
100			_aBelch, George E.
245			_aIntroduction to advertising and promotion: and intergrated marketing comunications perspectives. / _cGeorge, E Belch
260			_aBoston: _bIrwin, _c1995
300			_axxii, 762 p.: _bill.; _c28cm.
500			_aIncludes index.
505			_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.
700			_aBelch, Micheal A.
942			_2lcc _cBK
999			_c994 _d8494