Belch, George E.  1951- <br/><br/>
Advertising and promotion :  an integrated marketing communications perspective / 
George E. Belch & Michael A. Belch. 
 - 4th ed. 
 - Boston, Mass :  Irwin/McGraw-Hill,  c1998. 
 - xxii, 762 p. :  ill. ;  29 cm. 
 - Irwin/McGraw-Hill series in marketing .