Advertising and promotion an integrated marketin communications perspective

Belch, George Eugene.  Advertising and promotion an integrated marketin communications perspective / George E. Belch, Michael A. Belch. . -- Boston : McGraw-Hill Irwin, 1995. Irwin/McGraw-Hill series in marketing.  xxii, 762 p. : il. ; cuadros ; gráficas.  [659.1 B427a 1995].