Belch, George E. <br/><br/>
Advertising and promotion : an integrated marketing communications perspective 
by George E. Belch and Michael A. Belch 
 - 6th ed. 
 - New Delhi:   Tata McGraw-Hill Publishing Company Limited  2003 
 - xxvi, 780p., glos., ind.  28 cm x 22 cm 
<br/><br/><label>ISBN: </label>0070581940 
<br/><br/><label>Subjects--Topical Terms: </label><br/>advertising<br/>advertising and promotion<br/>broadcast media<br/>budgeting<br/>communication process<br/>consumer behaviour<br/>creative strategy<br/>direct marketing<br/>integrated marketing communication<br/>media planning<br/>personal selling<br/>print media<br/>public relations<br/>sales promotion
<br/><br/><label>Dewey Class. No.: </label>659.1  / BEL