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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. - 6th ed. - Mason, OH : South-Western, Cengage Learning, c2012. - xii, 693 p. : chiefly col. ill. ; 29 cm.

Includes bibliographical references and index.

ISBN: 9780538473323 (hbk.) 0538473320 (hbk.)

LCCN: 2011920095

Subjects--Topical Terms:
Advertising media planning.
Branding (Marketing)
Advertising.

LC Class. No.: HF5821 / .O34 2012

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