Advertising and promotion : an integrated marketing communications perspective /
George E. Belch and Michael A. Belch.
- 4th ed.
- Boston, Mass : Irwin/McGraw-Hill, c1998.
- xxii, 762 pages : illustrations ; 29 cm.
- Irwin/McGraw-Hill series in marketing. .
Includes bibliographical references (p. 725-743) and indexes.
0256218994
Advertising. Sales promotion. Communication in marketing.