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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 South-Western c2012. - xii, 693p ill 29cm

ISBN: 9780538473323

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

Dewey Class. No.: 659.1 OGU 2012

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