TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
AU  - Purani, Keyoor
TI  - Advertising and promotion : an integrated marketing communications perspective
SN  - 9780070144965
U1  - 659.1 
PY  - 2012///
CY  - New Delhi: 
PB  - McGraw Hill Education (India) Private Limited
KW  - advertising
KW  - branding
KW  - budgeting for IMS
KW  - consumer behavior
KW  - decision making process
KW  - direct marketing
KW  - economic aspects
KW  - evaluation of media
KW  - integrated marketing communications
KW  - internet marketing
KW  - marketing
KW  - marketing communication
KW  - marketing mix
KW  - marketing plan
KW  - media planning
KW  - monitoring
KW  - personal selling
KW  - print media
KW  - public relation
KW  - sales promotion
KW  - social ethical
KW  - support media
ER  -