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  Item #: 9780073255965 
ISBN: 0073255963		    
  Advertising And Promotion    
 
  By George Belch and Michael Belch
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  RRP: $135.95
Price: $108.76		  
  Current Status: Usually ships in 5-10 days  
  Format: Paperback     

  Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.  

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