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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 and Michael A. Belch. - 8th ed. - Boston : McGraw-Hill Irwin, 2009. - xxv, 838 p. : col. ill.

Includes indexes.

ISBN: 9780071284400

LCCN: 2008018250

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

LC Class. No.: HF5823.B45 2009

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