Advertising and promotion : an integrated marketing communications perspective /
Belch, George E.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch and Michael A. Belch. - 5th ed. - New York McGraw-Hill 2001 - xx, 795 p. : col. ill. ; 29 cm. - Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and index.
0072314451
Advertising.
Communication in marketing.
Sales promotion.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch and Michael A. Belch. - 5th ed. - New York McGraw-Hill 2001 - xx, 795 p. : col. ill. ; 29 cm. - Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and index.
0072314451
Advertising.
Communication in marketing.
Sales promotion.