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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 - 7th ed. - Boston, Mass. : McGraw-Hill/Irwin, 2007 - 820 p. : ill. ; 25 cm.

Includes index

ISBN: 0073101265 (hbk.) RM504.65 9780073101262 (hbk.)

Subjects--Topical Terms:
Advertising
Sales promotion
Communication in marketing

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