Semenik, Richard J. <br/><br/>
Promotion and integrated marketing communication / 
Richard J. Semenik. 
 - [S.l.] :  South-Western Educational Publishing,  2001. 
 - 582 p. ;  29 cm. 
<br/><br/> Hardcover. 
<br/><br/> Designed to meet the needs of the business student, this text provides balanced coverage of all communication tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Unlike other books, this unique text teaches future business professionals how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect. 
<br/><br/><label>ISBN: </label>0324125682 9780324125689 
<br/><br/><label>Dewey Class. No.: </label>659.1