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Belch, George E. 1951-

Advertising and Promotion : an Integrated Marketing Communications Perspective / George E. Belch & Michael A. Belch. - 9th ed. / with contributions by Jörg Dietzel. - New York : McGraw-Hill/Irwin, c2012. - xxxv, 769 p. : ill. (chiefly col.), col. ports. ; 28 cm.

Previous ed.: 2009. "Global edition"-Cover.

Includes bibliographical references and index.

ISBN: 0071314407 9780071314404

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

Subjects--Index Terms:

Dewey Class. No.: 659.1 / BEL