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Contemporary Advertising cover
  • ISBN: 9780256262537
  • ISBN10: 0256262535

Contemporary Advertising

by Arens, William F.

  • List Price: $102.81
  • Binding: Hardcover
  • Edition: 0007
  • Publisher: McGraw-Hill Companies
  • Publish date: 03/01/2006
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Description
Discover advertising as it is actually practiced -- as a business, as a marketing tool, as a creative process, and as a hybrid discipline that employs elements of various arts and sciences. Inside this book readers will find complete coverage of how to make advertising part of an integrated marketing communications program and overall strategic planning process. Award-winning international advertising is featured throughout.
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Better World Books West

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