Introduction to advertising and promotion :
Belch, George E. 1951-
Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch. - 3rd ed. - Chicago : Irwin, c1995. - xxii, 762 p. : ill. (som col.) ; 29 cm. - Irwin series in marketing. .
Rev. ed. of: Introduction to advertising & promotion. 2nd ed. c1993.
Includes bibliographical references and indexes.
0256136963 0256136971 (international students ed.) 9780256136968
94022646
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 1995
659.1 / BEI 1995
Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch. - 3rd ed. - Chicago : Irwin, c1995. - xxii, 762 p. : ill. (som col.) ; 29 cm. - Irwin series in marketing. .
Rev. ed. of: Introduction to advertising & promotion. 2nd ed. c1993.
Includes bibliographical references and indexes.
0256136963 0256136971 (international students ed.) 9780256136968
94022646
Advertising.
Sales promotion.
Communication in marketing.
HF5823 / .B387 1995
659.1 / BEI 1995