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Advertising and promotion : an integrated marketing communications perspective /

Belch, George E. 1951-

Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 6th ed. - Boston : McGraw-Hill, c2004. - xxvi, 779, [67] p. : col. ill. ; 28 cm. - McGraw-Hill/Irwin series in marketing .

ISBN: 0072536764 (alk. paper) 0071214380 (international : alk. paper) 9780071214384

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

LC Class. No.: HF5823 / .B387 2004

Dewey Class. No.: 659.1

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