@book{18476,
	author = {Belch, George E. and Michael A. Belch},
	title = {Advertising and promotion  },
	publisher = {McGraw Hill, },
	year = {2001},
	series = {Irwin seriesin marketing},
	address = {Boston  },
	edition = {5a ed},
	note = {Incluye índice y glosario}
}