Advertising and promotion : an integrated marketing communications perspective /
George E. Belch, Michael A. Belch
- 4th ed.
- Boston, Mass. : Irwin/McGraw-Hill, c1998
- 762 p. : col. ill.
Rev. ed. of : Introduction to advertising and promotion. 3rd ed. 1995.
Includes bibliographical references and index
0256218994
ADVERTISING SALES PROMOTION COMMUNICATION IN MARKETING