TY  - BOOK
AU  - Belch,George E.
AU  - Belch,Michael A.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 0072536764 (alk. paper)
PY  - 2004///
CY  - Boston, MA
PB  - McGraw-Hill/Irwin
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
N1  - Includes bibliographies
ER  -