Advertising and promotion : an integrated marketing communications perspective /

Belch, George E., author.

Advertising and promotion : an integrated marketing communications perspective / George E. Belch and Michael A.Belch. - Sixth edition. - Boston : McGraw-Hill Education (Asia), c2004. - xxvi, 777 pages : illustrations ; 24 cm

Includes bibliographical references and index.


In English text.

0071235035 (reprint)


Advertising.
Sales promotion.
Communication in marketing.

CIR HF 5823 / B45 2004