TY  - BOOK
AU  - Engel,James F.
AU  - Warshaw,Martin R.
AU  - Kinnear,Thomas C.
TI  - Promotional strategy: managing the marketing communications process 
SN  - 0256082049
PY  - 1991///
CY  - Homewood, IL
PB  - Irwin
KW  - Marketing
KW  - Advertising
KW  - Management
N1  - Includes bibliographical references (p. 738-739) and index
ER  -