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Advertising and Promotion : An Integrated Marketing Communications Perspective

Belch, George E.

Advertising and Promotion : An Integrated Marketing Communications Perspective - 4th. Ed.; - Boston : Irwin-Mcgraw-Hall, 1998 - xxii, 762p.; Col.ill. 28cm

ISBN: 0256218994

Subjects--Topical Terms:
Advertising
Sales Promotion
Communication in Marketing

Dewey Class. No.: 659.1 / BEL

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Advertising and Promotion : An Integrated Marketing Communications Perspective