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Advertising and promotion: an integrated marketing communications perspective/

Belch, George E.,

Advertising and promotion: an integrated marketing communications perspective/ George E. Belch, Michael A. Belch. - Fifth Edition. - New York, NY : Irwin/McGraw-Hill, c2001. - xx, 795 pages : illustrations, tables, figures ; 25 cm.

Includes bibliographical references and index.

English

ISBN: 0072314451

Subjects--Topical Terms:
Advertising.
Sales promotion.
Communication in marketing.

Dewey Class. No.: 659.1 / B41

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Advertising and promotion: an integrated marketing communications perspective/