TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9780070581944
U1  - 659.1  6
PY  - 2005///
CY  - New Delhi
PB  - Tata McGraw Hill Publishing Company Ltd
KW  - Integrated marketing program situation analysis
KW  - Objectives and budgeting for integrated marketing communications programs
ER  -