Advertising and promotion : an integrated marketing communications perspective /
Belch, George E. 1951-
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 9th ed. - New York : McGraw-Hill Irwin, 2012. - xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm.
Includes bibliographical references and index.
9780073404868 (hbk.) RM610.42 0073404861 (hbk.)
Advertising.
Sales promotion.
Communication in marketing.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 9th ed. - New York : McGraw-Hill Irwin, 2012. - xxxiv, 828 p. : ill. (chiefly col.) ; 29 cm.
Includes bibliographical references and index.
9780073404868 (hbk.) RM610.42 0073404861 (hbk.)
Advertising.
Sales promotion.
Communication in marketing.