Advertising and promotion : an integrated marketing communications perspective

• Main Authors: Belch, George E. 1951- (Author), Belch, Michael A. (Author)
• Format: Book
• Language: English
• Published: New York : McGraw-Hill/Irwin, c2012
• Edition: 9th ed.
• Subjects: reklama a propagace; marketingová komunikace; advertising; communication in marketing; příručky; handbooks, manuals, etc
• ISBN: 9780073404868
• Physical Description: xxxiv, 828 s. : il. (převážně barev.) ; 29 cm