Belch, George E.  1951- <br/><br/>
Advertising and promotion :  an integrated marketing communications perspective / 
George E. Belch & Michael A. Belch. 
 - 4th ed. 
 - New York :  McGraw-Hill,  c1998. 
 - xxii, 762 p. :  ill. ;  28 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/><label>ISBN: </label>0071160884 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Sales promotion.<br/>Communication in marketing.