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Promotional strategy: managing the marketing communications process/

Engel, James F

Promotional strategy: managing the marketing communications process/ James F. Engel, Martin R. Warshaw, Thomas C. Kinnear. - 4th ed. - Homewood, Ill: R. D. Irwin, 1979. - xiv, 755 p. : 2 leaves of plates: ill.; 25 cm.

Includes bibliographical references and index.

ISBN: 0256021562

Subjects--Topical Terms:
Marketing.
Advertising.
Marketing management.

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Promotional strategy: managing the marketing communications process/

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