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Advertising, promotion, and supplemental aspects of integrated marketing communications

by SHIMP, Terence A.
Edition statement:4th ed. Published by : Dryden Press (Fort Worth.) Physical details: xxiv, 589p. : ill. : Ref. ISBN: 0030103525. Subject(s):
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Communication in marketing. | Sales promotion. | Advertising. | Direct marketing. Year: 1997
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