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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, and Michael A. Belch. - 7th ed. - Boston : McGraw-Hill Irwin, c 2007. - xxvi, 820 p. : ills. ; 29 cm.

Includes bibliographical references (p. 763-789) and indexes.

ISBN: 0073101265 9780073101262

Subjects--Topical Terms:
Advertising
Sales promotion
Communication marketing

Dewey Class. No.: 659.1 / B4106a

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