TY  - BOOK
AU  - Belch, George E.
AU  - Belch, Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9814575119
U1  - 659.1 
PY  - 2015///
CY  - New York, NY
PB  - McGraw-Hill
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Includes bibliographical references (pages 280-810) and indexes
ER  -