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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 and Michael A. Belch. - 6th ed. - New Delhi : Tata McGraw Hill Publishing Company Ltd , 2005. - Xxvi, 779p. ; 27.5 cm.

ISBN: 9780070581944

Subjects--Topical Terms:
Integrated marketing program situation analysis
Objectives and budgeting for integrated marketing communications programs

Dewey Class. No.: 659.1 / BELG

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