Advertising and promotion an integrated marketing communications perspective - Belch, George E. (George Edward) 1951-; Belch, Michael A. (New York McGraw-Hill Irwin, 2012)
Dr. Tiffany Adelaine G. Tan (Recommending faculty) : Management Cluster
Includes bibliographical references (p. 721-744) and indexes.
Keywords: Advertising; Sales promotion; Communication in marketing