TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
TI  - Advertising and promotion : an integrated marketing communications perspective
SN  - 978-0-07-128869
U1  - C 659.1 B41a 
CY  - Boston 
KW  - Advertising
KW  - Sales promotion
N2  - This work continues its advertising focus with an emphasis on IMC. It is the first book to reflect the shift from the conventional methods of advertising to the more widely recognised approach of implementing an IMC strategy
ER  -