Advertising and promotion : an integrated marketing communications perspective /
Belch, George Edward.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 8th ed. - Boston : McGraw-Hill Irwin, 2009. - xxv, 838 p. : col. ill. ; 29 cm.
Includes indexes.
9780071288699
Advertising.
Communication in marketing.
Sales promotion.
Budgeting for integrated marketing.
Communication process.
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch. - 8th ed. - Boston : McGraw-Hill Irwin, 2009. - xxv, 838 p. : col. ill. ; 29 cm.
Includes indexes.
9780071288699
Advertising.
Communication in marketing.
Sales promotion.
Budgeting for integrated marketing.
Communication process.