Advertising and Promotion: An Integrated Marketing Communications Perspective

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Contents

Chapter
2
What is Marketing?
8
The Tools for IMC 1
15
Copyright

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About the author (2001)

George Belch is a professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

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