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Introduction to advertising and promotion : an integrated marketi ng communications perspective /

Belch, George E. 1951-

Introduction to advertising and promotion : an integrated marketi ng communications perspective / by George E. Belch, Michael A. Belc h. - 2nd ed. - Homewood, IL : Irwin, c1993. - 1 v. (various pagings) : ill. (some col.) ; 29 cm.

Includes bibliographical references and indexes.

ISBN: 0256105162

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

Dewey Class. No.: 659.1 BEL

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Introduction to advertising and promotion : an integrated marketi ng communications perspective /