Belch, George E.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. George E. Belch & Michael A. Belch. - 6th ed. - Boston, MA : McGraw-Hill/Irwin, 2004. - 1v. (various pagings). : ill. - The McGraw-Hill/Irwin series in marketing .
Includes bibliographies.
0072536764 (alk. paper) 0071214380 (international alk. paper)
Advertising.
Sales promotion.
Communication in marketing.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. George E. Belch & Michael A. Belch. - 6th ed. - Boston, MA : McGraw-Hill/Irwin, 2004. - 1v. (various pagings). : ill. - The McGraw-Hill/Irwin series in marketing .
Includes bibliographies.
0072536764 (alk. paper) 0071214380 (international alk. paper)
Advertising.
Sales promotion.
Communication in marketing.