Advertising and promotion : an integrated marketing communications perspective /
George E. Belch and Michael A. Belch.
- 6th ed.
- Boston : McGraw-Hill, 2004.
- xxvi, 780, [66] p. : ill., charts, diagrs., photos., ports., graphs. Accompanied by CD-ROM.
Includes bibliographical references.
0072536764
Advertising. Sales promotion. Communication in marketing.