Title:
Contemporary advertising
Author:
Arens, William F.
ISBN:
9780072964721
9780073135694
9780071115377
9780071117869
Personal Author:
Edition:
10th ed.
Publication Information:
Boston, Mass. : McGraw-Hill, ©2006.
Physical Description:
xl, 614 [80] pages : color illustrations ; 28 cm.
Series:
McGraw-Hill/Irwin series in marketing
McGraw-Hill/Irwin series in marketing.
General Note:
Includes indexes.
Abstract:
Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....
Subject Term:
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/enhancements/fy0623/2005041457-t.htmlPublisher description http://catdir.loc.gov/catdir/enhancements/fy0623/2005041457-d.html