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Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.

By: Belch, George E. (George Edward), 1951-.
Contributor(s): Belch, Michael A | Belch, George E. (George Edward), 1951-. Introduction to advertising and promotion.
Material type: TextTextSeries: Irwin/McGraw-Hill series in marketing. Publisher: Boston, Mass : Irwin/McGraw-Hill, c1998Edition: 4th ed.Description: xxii, 762 p. : ill. ; 29 cm.ISBN: 0256218994.Subject(s): Advertising | Sales promotion | Communication in marketingDDC classification: 659.1
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Includes bibliographical references (p. 725-743) and indexes.

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