Marketing communications

Pelsmacker, Patrick de, 1957- Marketing communications : a European perspective / Patrick De Pelsmacker ... [et al.]. -- 4th ed. -- Harlow : Pearson Education Limited, 2010. -- xxiii; 660 s. : fotogr., gr. ; 27 cm. -- Bibliografické odkazy. Register. -- ISBN 978-0-273-72138-3 (brož.)

1. marketingová komunikácia 2. reklamy 3. priamy marketing 4. direct marketing 5. reklama a propagácia

I. Geuens, Maggie
II. Bergh, Joeri Van den

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