TY  - BOOK
AU  - Shimp Terence A
TI  - Promotion Management & Marketing Communications / Third Edition
SN  - 30767482
PY  - 1993///
PB  - The Dryden Press
N2  - Introduction, Behavioral Foundations of Marketing Communications, Environmental Influences on Marketing Communications, Overview of the Promotion Management Process and Its Execution, Media Advertising, Sales Promotion, Integrating Media Advertising and Sales Promotion with Point-of-Purchase Communications and Direct Marketing and Public Relations, Personal Selling and Sales Management, Index
ER  -