TY  - BOOK
AU  - Shah, Kruti.
AU  - Dsouza, Alan.
TI  - Advertising and promotions: an IMC perspective 
SN  - 9780070080317
U1  - 659.1 1
PY  - 2009///
CY  - New Delhi
PB  - Tata McGraw Hill Publishing Company Ltd
KW  - Understanding integrated marketing communication
KW  - Budgets objectives and evaluation
ER  -