Contemporary Advertising (Irwin Series in Marketing)
William F. Arens
ISBN: | 9780256182576 |
Publisher: | Richard D Irwin |
Published: | 1 January, 1996 |
Editions: |
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Saving: | Saving: $6.27 or 41% |
Contemporary Advertising (Irwin Series in Marketing)
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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