Belch, George E.,  1951- <br/><br/>
Advertising and promotion :  an integrated marketing communications perspective / 
George E. Belch, Michael A. Belch. 
 - 9th ed., Global ed. 
 - New York :  McGraw-Hill/Irwin,  2012 
 - xxxiv, 828 p. :  29 cm. 
<br/><br/> Includes instructors'manual ; E-C7/01395-01414 (original, 510.000đ) 
<br/><br/> Focuses on advertising with an emphasis on Integrated Marketing Communications (IMC). This title includes comprehensive coverage of agency issues and creative work and how it is related to the IMC mix. It features an integrated marketing communications perspective that catapults the reader into the business practices of the 21st century. 
<br/><br/><label>ISBN: </label>0071314407 9780071314404 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Communication in marketing<br/>Sales promotion
<br/><br/><label>Subjects--Index Terms: </label>Marketing Quảng cáo 
<br/><br/><label>Dewey Class. No.: </label>659.1  / BEL