TY  - BOOK
AU  - O'Guinn, Thomas C.
AU  - Allen, Chris T. ; Semenik, Richard J.
TI  - Advertising and integrated band promotion
SN  - 978-981-4239-60-8
U1  - C 659.1 Og9a 
CY  - Singapore
KW  - Advertising
KW  - Advertising media planning
N2  - The book is taking a wider view of advertising and promotion. Also, the book acknowledges that advertising and promotion are all about brands.
ER  -