Advertising and promotion
Subtitle: an integrated marketing communications perspective
By: George E. Belch & Michael A. Belch.
Contributors: Belch, Michael A.; Belch, George E.
Edition: 4th ed.
Series: Irwin/McGraw-Hill series in marketing
Publisher: Irwin/McGraw-Hill
Published: 1998
Place of publication: Boston, Mass
Language: eng
Number of pages: 762
Subjects: Advertising.; Sales promotion.; Communication in marketing.
Notes: Includes bibliographical references (p. 725-743) and indexes.
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995.