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Advertising and promotion : an integrated marketing communications perspective /

Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / By George E. Belch, Michael A. Belch and Keyoor Purani. - 7th ed. - New Delhi : Tata McGraw Hill Publishing Company Ltd , 2005. - Xxxiii, 1075p. ; 24 cm.

ISBN: 9780070144965

Subjects--Topical Terms:
Developing the integrated marketing communications program
Establishing objectives and budgeting for the promotional program

Dewey Class. No.: 659.1 / BELG

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