Belch, George E. <br/><br/>
Introduction to advertising y promotion: an integrated marketing communications perspectives. 

 - 3a ed 
 - Chicago:   Irwin,   1995 
 - 762 p.:   il.;   27 cm 
<br/><br/> Glosary of advertising and promotion terms. 
<br/><br/>1995 
<br/><br/> Contents: An introduction to advertising and promotion, the role of advertising and promotion in the marketing process, organizing for advertising and promotion, the role of ad agencies and other marketing communication organizations , perspectives on consumer behavior, markewt segmentation and positioning, the communications process, source message, and channel factors, determining advertising and promotional objetives, the advertising and promotions budget... 
<br/><br/><label>ISBN: </label>978-0-256-13696-8 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Publicidad - Estrategias
<br/><br/><label>Dewey Class. No.: </label>659.1