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Baack, D. and Clow, K. E., 2004. Integrated Advertising, Promotion, and Marketing Communications. 2nd Edition. New Jersey: Prentice-Hall Inc.
Online Brand Building and Management
Belch, G.E. and Belch, M. A., 2003. Advertising and Promotion. 6th Edition. New Delhi: Tata McGraw-Hill.
Online Brand Building and Management
Low G.S.; Mohr J.J.. Advertising vs sales promotion: a brand management perspective. Journal of Product and Brand Management. June 2000, vol. 9, no. 6, pp. 389-414(26). Emerald Group Publishing Limited.
The Harley-Davidson Case
1. Low G.S.; Mohr J.J.. Advertising vs sales promotion: a brand management perspective. Journal of Product and Brand Management. June 2000, vol. 9, no. 6, pp. 389-414(26). Emerald Group Publishing Limited.
The Harley-Davidson Case
Belch, G. E. and Belch, M.A. (2001) Advertising and promotion: an integrated marketing communications perspective (5^th Ed.), London: Irwin/McGraw-Hill.
British Airways
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