Belch, George E.  1951- <br/><br/>
Advertising and promotion :  an integrated marketing communications perspective / 
George E. Belch & Michael A. Belch. 
 - 7th ed. 
 - Boston :  McGraw-Hill Irwin,  c2007. 
 - xxvi, 820 p. :  col. ill. ;  29 cm. 
<br/><br/>Includes bibliographical references (p. 763-789) and indexes. 
<br/><br/><label>ISBN: </label>0073101265 (alk. paper) 9780071108522 9780073101262 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Communication in marketing<br/>Sales promotion