TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
AU  - Purani, Keyoor.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9780070144965
U1  - 659.1  7
PY  - 2005///
CY  - New Delhi
PB  - Tata McGraw Hill Publishing Company Ltd
KW  - Developing the integrated marketing communications program
KW  - Establishing objectives and budgeting for the promotional program
ER  -