Advertising and promotion : an integrated marketing communications perspective /
Belch, George E.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 4th ed. - Boston, Mass : Irwin/McGraw-Hill, 1998. - xxii, 762 p. : ill. ; 29 cm. - Irwin/McGraw-Hill series in marketing .
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.
Includes bibliographical references [p. 725-743] and indexes.
0256218994 RM359.43
97-028715
Advertising.
Sales promotion.
Communication in marketing.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 4th ed. - Boston, Mass : Irwin/McGraw-Hill, 1998. - xxii, 762 p. : ill. ; 29 cm. - Irwin/McGraw-Hill series in marketing .
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.
Includes bibliographical references [p. 725-743] and indexes.
0256218994 RM359.43
97-028715
Advertising.
Sales promotion.
Communication in marketing.