Advertising and promotion : an integrated marketing communications perspective /
George E. Belch & Michael A. Belch.
- 5th ed.
- Boston, Mass. : Irwin/McGraw-Hill 2001.
- xx, 795, GL13, EN22, CR3, IN19 p. : ol. ill. ; 29 cm.
- Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and index.
0071203958
00040688
Advertising. Sales promotion. Communication in marketing.