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Rossiter, John R.

Advertising communications & promotion management / John R. Rossiter, Larry Percy. - 2nd edition. - Boston, Mass. : Irwin McGraw-Hill, 1997. - xvi,640p : ill. ; 26 cm. - McGraw-Hill series in marketing .

Previous ed. entitled: Advertising and promotion management, 1987.

ISBN: 007053943X 0071146679 (pbk.)

Nat. Bib. No.: GB9764364 bnb

Subjects--Topical Terms:
Advertising.
Communication in marketing.
Sales promotion.