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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. - 3rd ed. - Mason, Ohio : Thomson/South-Western, c2003. - xxxix, 773 p. : col. ill. ; 29 cm.

Includes bibliographical references and indexes.

ISBN: 0324113803

LCCN: 2002019662

Subjects--Topical Terms:
Advertising.
Advertising media planning.

LC Class. No.: HF 5821 / .O34 2003

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Advertising and integrated brand promotion /