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Advertising and promotion : an integrated marketing communications perspective /

Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / by George E. Belch and Michael A. Belch. - Sixth edition. - xxvi, 779 pages : illustrations ; 29 cm. - Irwin/McGraw-Hill series in marketing. .

Includes a summary.

ISBN: 0072536764 (hardback) 9780072866148

Subjects--Topical Terms:
Advertising.
Sales promotion.
Communication in marketing.

LC Class. No.: HF5823 BEL

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