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Advertising & integrated brand promotion /

by Scheinbaum, Angeline Close [author.]; O'Guinn, Thomas Clayton [author.]; Semenik, Richard J [author.].

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BookPublisher: Boston, MA : Cengage, 2023Edition: Ninth edition.Description: xxii, 452 pages : colored illustrations ; 28 cm.ISBN: 978-0-357-72140-7.Subject(s): Advertising | Advertising -- Management | Branding (Marketing) | Integrated marketing communications | Marketing -- Management

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Includes bibliographical references and index.

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