TY  - BOOK
AU  - Berkman, Harold W
AU  - Gilson, Christopher C
TI  - Advertising concepts and strategies
SN  - 0394322657
AV  - HF 5823 Gil 
PY  - 1980///
CY  - New York
PB  - Random House
KW  - MARKETING
KW  - ADVERTISING CAMPAIGNS
N1  - Bibliography: p. 587-593
ER  -