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Advertising and promotion : an integrated marketing communications perspective /

Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / George E. Belch and Michael A. Belch - 6th ed. - Boston : McGraw-Hill/ Irwin, c2004. - xxvi, 779+ p. : ill. ; 28 cm. - The McGraw-Hill/ Irwin series in Marketing .

ISBN: 0072536764

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

LC Class. No.: HF5823 / .B45 2004

Dewey Class. No.: 659.1 / B427a

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Advertising and promotion : an integrated marketing communications perspective /