Belch, George E. <br/><br/>
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 .
<br/><br/> Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995. 
<br/><br/>Includes bibliographical references [p. 725-743] and indexes. 
<br/><br/>
<br/><br/><label>ISBN: </label>0256218994  RM359.43 
<br/><br/><label>LCCN: </label>97-028715 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.