TY  - BOOK
AU  - Patti Charles H
AU  -  Frazer Charles F
TI  - Adevrtising:  A decision making approach.   
T2  - Dryden Press Series in Marketing
U1  - X:513, M8/TD1 
PY  - 1988///
CY  - Chicago
PB  - Dryden Press         
N1  - Bibliography chapterwise; Appendix: P 527-65; Glossary: P 567-76
ER  -