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 indexes
0538473320 9780538473323
Advertising media planning.
Advertising.
Branding (Marketing)
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 indexes
0538473320 9780538473323
Advertising media planning.
Advertising.
Branding (Marketing)