Advertising and promotion : an integrated marketing communication perspective /

Belch, George E.

Advertising and promotion : an integrated marketing communication perspective / George E. Belch and Michael A. Belch. -- 7th ed. -- Boston: The McGraw-Hill Companies., 2007.
xxvi, 820 p.: ill.; 26 cm.

Includes index.

9780071260749


Advertising.
Publicité Ventes--Promotion.
Communication en marketing.
Communication in marketing.
Sales promotion.
Promotion.
Reclame.

Res 659.1 B410 2007