REQUIRED COURSE READINGS
1) Belch, George E. and Michael A. Belch (1998), Advertising and Promotion: An Integrated Marketing Communications Perspective, 4th edition, Boston: Irwin/McGraw-Hill.
2) Rothenberg, Randall (1994), Where the Suckers Moon: The Life and Death of an Advertising Campaign, New York: Vintage Books.
Dr. H.K. Bang, Dr. H.K. Bang
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