TY  - BOOK
AU  - Shimp,Terence A.
TI  - Integrated marketing communications in advertising and promotion
SN  - 9789814221368
U1  - 658.82 
PY  - 2007///
CY  - Singapore
PB  - Thomson South Western
KW  - Advertising
KW  - Communication marketing
KW  - Sales promotion
N1  - Includes bibliographical references and index
N2  - This chapter covered two major topics : marketing public relations and sponsor-ship marketing.
ER  -