Advertising and promotion : an integrated marketing communications perspective /
George E. Belch y Michael A. Belch
- 6th. ed.
- Boston : McGraw-Hill, 2004
- xxiv, 773 p. : ill. ; 28 cm.
- McGraw-Hill/Irwin Series in Marketing .
Includes bibliographical references : (P. EN1-EN25) and index
0072536764 (Alk)
Advertising Comunicación en la mercadotecnia Promoción de ventas Publicidad Communication in marketing Sales promotion