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Advertising and promotion : an integrated marketing communications perspective /

Belch, George E.

Advertising and promotion : an integrated marketing communications perspective / - 8th ed. - Boston : McGraw - Hill Irwin 2009 - xxv, 838p. ; ill. (chiefly col.) 26 cm.

Includes bibliographical references and index

ISBN: 9780071284400

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

Dewey Class. No.: 659.1 / BEL

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