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Advertising and integrated brand promotion /

O'Guinn, Thomas C.

Advertising and integrated brand promotion / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. - 6th ed. - Mason, Ohio : South-Western Cengage Learning, c2012. - xli, 693 p. : col. ill. ; 28 cm. + 1 computer optical disc (4 3/4 in.).

Accompanying CD-ROM held at Circulation Desk ; DD1831. (For Lecturers' Use Only)

Includes bibliographical references and index.

ISBN: 9780538473323 (hbk.) 0538473320 (hbk.)

Subjects--Topical Terms:
Advertising media planning.
Branding (Marketing)
Advertising.

Dewey Class. No.: 659.111

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