TY  - BOOK
AU  - Kitchen,Philip J.
TI  - A reader in marketing communications
SN  - 0415356482
U1  - 658.802 
PY  - 2005///
CY  - London, New York
PB  - Routledge
KW  - Comunicación en mercadeo
KW  - Mercadeo
KW  - Publicidad
N1  - Incluye bibliografía; Marketing communications -- From advertising to integrated marketing communications -- Advertising : what to say, when -- Sales promotion -- From direct mail to direct response marketing -- Marketing public relations -- Sponsorship -- Personal selling -- The Internet and the World Wide Web -- The roots of relationship marketing -- Marketing metrics : from tactical to strategic measures
UR  - http://www.loc.gov/catdir/toc/ecip057/2005002957.html
ER  -