TY  - BOOK
AU  - Shimp,Terence A.
TI  - Advertising and Promotion: an IMC approach
SN  - 8131503887 :
U1  - 659.1 
PY  - 2007///
CY  - India
PB  - South-Western Cengage learning
KW  - Advertising and Promotion
KW  - Marketing; Communications; Brand Equity; Marcom Environment; Targeting; objective Setting; Budgeting; Advertising Management; Promotion Management; Public Relations; Consumer oriented promotions
N2  - Business
ER  -