TY  - BOOK
AU  - Belch, George
AU  - Belch, Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective
SN  - 978-0-256-21899-2
U1  - 659.1 
PY  - 1998///
CY  - Boston: 
PB  - McGraw-Hill, 
KW  - Publicidad - Promoción
KW  - Publicidad Marketing y Comunicación
N1  - the role of IMC in marketing. Integrated marketing program situation analysis. Analysing the communication process. Objectives and budgeting for integrated marketing communicatiosns programs. Developing the integrated marketing communications program. Monitoring, evaluation, and control. Special topics and perspectives; 1998
ER  -