Advertising and promotion : an integrated marketing communications perspective - Belch, George E.; Belch, Michael A. (Boston, Mass. : Irwin/McGraw-Hill, 2001)
Includes bibliographical references and index
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Keywords: Advertising; Communication en marketing; Communication in marketing; Promotie (public relations); Publicite; Reclame; Sales promotion; Ventes -- Promotion; Advertising; Communication in marketing; Sales promotion