O'Guinn, Thomas Clayton Chris T. Allen Richard J. Semenik... [et al.] creator text New Delhi Cengage Learning 2019 monographic xx, 407 p. : ill. ; 28 cm. Includes glossary, bibliographical references and index. Management science Marketing Integrated brand promotion Promotion industry Brand marketing Direct marketing Brand promotion Public relations Advertising RSBM FMS 659.1 ADV 9789386668639 (pbk) 9386668637 (pbk)