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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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Contemporary Advertising, William F. Arens
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- Título
- Contemporary Advertising
- Idioma
- Inglés
- Autores
- William F. Arens
- Editorial
- Irwin Professional Publishing
- Formato
- Tapa dura
- Páginas
- 700
- ISBN10
- 0256182574
- ISBN13
- 9780256182576
- Serie
- Etiquetas
- Comercio, Guías y Manuales, Universidad
- Calificación
- 4,35 de 5
- Descripción
- 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.