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San Diego State University

Fowler College of
Business Administration

Intellectual Contribution

Title
Evaluating the Effectiveness of Elements of Integrated Marketing Communications: A Review of Research
Author(s)
Belch, G. E.
Type of Research
Chapter(s) in Books
Date Published
2007, Before July
Contribution Type
Contributions to practice (applied research)
Contribution Category
D
Points
5
Publication Title
A Paradigm Shift From Traditional Media Planning
Publisher
ICFAI University Press