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Contemporary Advertising (McGraw-Hill/Irwin Series in Marketing) - Softcover

 
9780071214254: Contemporary Advertising (McGraw-Hill/Irwin Series in Marketing)
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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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9780072964721: Contemporary Advertising (MCGRAW-HILL/IRWIN SERIES IN MARKETING)

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ISBN 10:  ISBN 13:  9780072964721
Publisher: McGraw-Hill Education, 2005
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