Contemporary advertising
Author(s)
Bibliographic Information
Contemporary advertising
（The Irwin series in marketing）
Irwin, c1996
6th ed
Available at / 11 libraries
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Note
Includes four pages of color tranparencies
Includes bibliographical references and index
Description and Table of Contents
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.
by "Nielsen BookData"
