Introduction to advertising and promotion : an integrated marketing communications perspective /
George E. Belch, Michael A. Belch.
- 3rd ed.
- Chicago : Irwin, 1995.
- xxii, 762 p. : ill., charts, photos., graphs.
- (The Irwin series in marketing) .
Includes bibliographical references.
0256136963
Advertising. Sales promotion. Communication in marketing.