TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9781259548147
AV  - HF 5823 BEL
PY  - 2018///
CY  - NewYork, NY
PB  - McGraw-Hill Education
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Part 1. Introduction to integrated marketing communications -- Part 2. Integrated marketing communications program situation analysis -- Part 3. Analyzing the communication process -- Part 4. Objectives and budgeting for integrated marketing communications programs -- Part 5. Developing the integrated marketing communications program -- Part 6. Monitoring, evaluation, and control -- Part 7. Special topics and perspectives
ER  -