Contemporary Advertising (Irwin Series in Marketing)
Type
Book
Authors
ISBN 10
0256182574
ISBN 13
9780256182576
Category
Unknown
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Publication Year
1996
Publisher
Pages
501
Subject
Advertising.
Description
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. - from Amzon
Number of Copies
1
