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Introduction to advertising and promotion :

Belch, George Edward

Introduction to advertising and promotion : an integrated marketing communications perspective / George E. Belch, Micahel A. Belch. - 3rd ed - Chicago : Irwin, c1995. - xxii, 762 p. : ill.(part col.) - The Irwin series in marketing .

Includes glossary and indices.

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

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