TY  - BOOK
AU  - Belch, George E.
TI  - Advertising and promotion: an integrated marketing communications perspective 
SN  - 9780071314404
PY  - 2012///
CY  - New York
PB  - the McGraw-Hill Companies, Inc.
KW  - Advertising
KW  - Sales promotion
KW  - Communication in marketing
ER  -