TY  - BOOK
AU  - Lodish, Leonard M.
TI  - The Advertising and Promotion Challenge 
SN  - 0195037022
U1  - 659.1 LOD/Adv 
CY  - New York
KW  - Advertising overview of advertising and promotion decision,how to use advertising,promotion a tool in market positioning,advertising and promotion marketing mix marketing strategy,setting the objectives,advertising n promotion budgeting,copy decision,media decisions,how to get and keep effective advertising and promotion services,decision support systems for advertising and promotion,concluding questions,glossary,index
ER  -