Contemporary advertising / Courtland L. Bovée, William F. Arens. -- 4th ed. -- Homewood : IRWIN, 1992. -- 1 sv. (různé stránkování) : barev. il. -- (The Irwin series in marketing). -- Údaj na obálce u brož. vyd.: International student edition. -- ISBN : 0-256-09196-X (váz.). -- 0-256-12821-9 (brož.). I. Arens, William F
marketing * public relations * marketingové nástroje * reklama a propagace
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