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Introduction to advertising and promotion : an integrated marketing communications perspective /

Belch, George E.

Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch. - 2nd ed. - Homewood, IL : Irwin, c1993. - xxxii, 836 p. : ill. ; 28 cm.

Glossary : p. G1 - G15.

Includes bibliographies.

ISBN: 0256105162 0256108250 (International ed.)

Subjects--Topical Terms:
Advertising
Sales promotion
Communication in marketing

LC Class. No.: HF5823 / B41 1993

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