Belch, George E.  1951- <br/><br/>
Advertising and promotion :  an integrated marketing communications perspective / 
George E. Belch & Michael A. Belch. 
 - 4th ed. 
 - Boston, Mass :  Irwin/McGraw-Hill,  c1998. 
 - xxii, 762 p. :  ill. ;  29 cm. 
 - Irwin/McGraw-Hill series in marketing .
<br/><br/> Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995. 
<br/><br/>Includes bibliographical references (p. 725-743) and indexes. 
<br/><br/><label>ISBN: </label>0256218994 
<br/><br/><label>LCCN: </label>97028715  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF5823  / .B387 1998 
<br/><br/><label>Dewey Class. No.: </label>659.1