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

Belch, George E. 1951-

Introduction to advertising and promotion : an integrated marketing communications perspective / Introduction to advertising & promotion George E. Belch, Michael A. Belch. - 3rd ed. - Australia McGraw Hill, 2018 - xxii, 584 p. : ill. (som col.), col. maps ; 29 cm. - Irwin series in marketing .

Rev. ed. of: Introduction to advertising & promotion. 2nd ed. c1993.

Includes bibliographical references (p. 721-738) and indexes.

9781760421205

94022646


Advertising.
Sales promotion.
Communication in marketing.

HF5823 / .B387 1995

659.1 BEL