TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.,;Dietzel, Jorg,
ED  - 
ED  - 
ED  - 
ED  - 
TI  - : an integrated marketing communications perspective 
SN  - 9780071314404 (paperback : trade)
SN  - 2
PY  - 2012///;copyright 201246
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - 
KW  - 2
KW  - 0
KW  - 6
KW  - 20
KW  - Advertising.;Sales promotion.;Communication in marketing
N1  - Includes bibliographical references (p. 721-769) and index; 5; Adult;Adult; Follett Library Resources
N2  - An overview of advertising and promotion that covers integrated marketing communications, analyzing the communication process, objectives, budgeting, developing an integrated marketing communications program, monitoring, evaluation, control, and other related topics
ER  -