Advertising and promotion : an integrated marketing communications perspective

Main Author: Belch, George E
Other Authors: Belch, Michael A
Published: Boston: McGrw-Hill/Irwin, 2004.
Subjects:
Physical Description: xxvi, 779 p.: col. ill.; 29 cm.
ISBN: 9780072866148
0072536764 (hbk.)
0072866144 (hbk.)