Contemporary Advertising Loose Leaf
William F. Arens
ISBN: | 9781259548154 |
Publisher: | McGraw-Hill Education |
Published: | 16 April, 2016 |
Format: | Loose Leaf |
Language: | English |
Editions: |
18 other editions
of this product
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Contemporary Advertising Loose Leaf
William F. Arens
This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing.
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