Advertising and promotion :
Belch, George E. 1951-
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 4th ed. - Boston, Mass : Irwin/McGraw-Hill, c1998. - xxii, 762 p. : ill. ; 29 cm. - Irwin/McGraw-Hill series in marketing .
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.
Includes bibliographical references (p. 725-743) and indexes.
0256218994
97028715
Advertising.
Sales promotion.
Communication in marketing.
Management.
HF5823 / .B387 1998
659.1 BEL
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 4th ed. - Boston, Mass : Irwin/McGraw-Hill, c1998. - xxii, 762 p. : ill. ; 29 cm. - Irwin/McGraw-Hill series in marketing .
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.
Includes bibliographical references (p. 725-743) and indexes.
0256218994
97028715
Advertising.
Sales promotion.
Communication in marketing.
Management.
HF5823 / .B387 1998
659.1 BEL