Is it possible to auto increment or change a label value everytime the application is built?

Or is it possible to display the publish version in the label everytime its built/publish?

The client wants to display the current build/version on the main page of the application, and so that i or others dont forget to update manually, was looking for a automated or programmactically way to accomplish this.

Within my project properties, I set in the "Puiblish" tab the "publish version"

its set to auto increment, I set the initial value to 1.0.9.0, I have built and published few times so the value is now 1.0.9.2

I would like to see that value in a label on the main page of the application when it loads, but if I use this:

Assembly.GetExecutingAssembly().GetName().Version;

I get something else, if I manually set the [assembly: AssemblyVersion("1.0.*")] in the AssemblyInfo.cs, I get something else..

How can I get access to the publish version?