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Introduction to advertising and promotion : an integrated marketing communications perspective

Belch, George E.

Introduction to advertising and promotion : an integrated marketing communications perspective by George E. Belch and Michael A. Belch - 3rd ed. - Chicago: Richard D. Irwin, Inc. 1995 - xxii, 762p., glos., ind. 28 cm x 22 cm

ISBN: 0256136963

Subjects--Topical Terms:
analysing communications process
business-to-business communications
control
economic aspects
ethical
evaluation
international advertising
marketing communications program
monitoring
promotion in marketing
promotion program situation analysis
promotional program
regulation
role of advertising
social

Dewey Class. No.: 659.1 / BEL

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