TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
TI  - Introduction to advertising and promotion : an integrated marketing communications perspective
SN  - 0256136971
U1  - 659.1 
PY  - 1995///
CY  - Chicago: 
PB  - Irwin
KW  - analysing communication process
KW  - business-to-business communications
KW  - control
KW  - economic aspects
KW  - ethical
KW  - evaluation
KW  - international advertising
KW  - marketing communication program
KW  - monitoring
KW  - promotion in marketing
KW  - promotion programme situation analysis
KW  - promotional program
KW  - regulation
KW  - role of advertising
KW  - social
ER  -