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Advertising and promotion : an integrated marketing communications perspective /

Belch, George E. 1951-

Advertising and promotion : an integrated marketing communications perspective / George E. Belch, Michael A. Belch, Michael A.Guolla. - 1st Canadian ed. - Boston : McGraw-Hill Ryerson, c2003. - xix, 554 p. : col. ill. ; 29 cm.

Includes indexes.

ISBN: 0070898588 (alk. paper) 9780070898585 (alk. paper)

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

LC Class. No.: HF5823 / .B387 2003

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