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. - 5th ed., International ed. - New York : McGraw-Hill / Irwin, c.2001. - (Various pagings) : ill. ; 29 cm. - The McGraw-Hill / Irwin series in marketing .

Includes bibliographical references and index.

0071180265 9780071180269


Advertising.
Sales promotion.
Communication in marketing.





659.1 / BEL