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O'Guinn, Thomas C.

Advertising and integrated brand promotion/ / Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. - 5th edition. - xxvii, 72 p. : ill. (col.) ; 27 cm.

Includes index.

ISBN: 978-0-324-56867-7

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