Advertising in contemporary society : perspectives toward understanding
著者
書誌事項
Advertising in contemporary society : perspectives toward understanding
South-Western Pub. Co., c1990
2nd ed
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注記
Includes bibliographical references
内容説明・目次
内容説明
This book should be of interest to students taking professional and undergraduate courses in marketing.
目次
Foreword. Part 1: Basic perspectives. Introduction: tools to "clear the deadwood". Idea systems-institutions: advertising and classical liberalism. Idea systems-institutions: advertising and neo-liberalism. Perspectives on advertising as an institution. Part 2: Issues of consequence. Advertising and the economic dimension. Advertising and its audience. Advertising and the media. Advertising and regulation. Advertising and its ethical dimensions. Afterword. Index.
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