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Advertising and promotion :

Belch, George E. 1951-

Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A.Belch - 8th ed - Boston : McGraw-Hill Irwin, c2009 - xxv, 838 p. : col. ill. ; 29 cm

Includes bibliographical references (p. 783-813) and indexes

ISBN: 9780071284400

Subjects--Topical Terms:
Advertising
Sales promotion

LC Class. No.: HF5823 / .B387 2009

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