@book{6139,
	author = {Belch, George E. and Belch, Michael A.},
	title = {Advertising and promotion :},
	publisher = {Irwin/McGraw-Hill,},
	year = {c1998.},
	series = {Irwin/McGraw-Hill series in marketing.},
	address = {Boston, Mass :},
	edition = {4th ed.}
}