By William Arens, Michael Weigold, Christian Arens: Contemporary Advertising Twelfth (12th) Edition
Unknown Author
ASIN: | B004C327UM |
Publisher: | 12th Edition |
Editions: |
18 other editions
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By William Arens, Michael Weigold, Christian Arens: Contemporary Advertising Twelfth (12th) Edition
Unknown Author
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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