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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Book Description The McGraw-Hill Company. Book Condition: New. pp. 736. Bookseller Inventory # 8319207
Book Description McGraw-Hill Higher Education. PAPERBACK. Book Condition: New. 0071220607 Brand New .Delivery in 4-14 business days. Bookseller Inventory # UNIV-325-9780071220606
Book Description McGraw-Hill Higher Education. PAPERBACK. Book Condition: New. 0071220607 Brand new book. International Edition. Ship from multiple locations. 3-5 business days Express Delivery to USA/UK/Europe/Asia/Worldwide. Tracking number will be provided. Satisfaction guaranteed. Bookseller Inventory # SKU004024
Book Description McGraw-Hill Higher Education, 2010. Paperback. Book Condition: New. book. Bookseller Inventory # 0071220607