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media marketing has been fully updated for this fourth edition. With a balance of essential theory and

(black-on-black and white-on-white), and portraits. This new edition includes:

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Part I of the extensively updated twelfth edition sets the stage for how to think about and study

"Fourth edition of a best-selling textbook which has become a standard resource in the field"--

the second edition appeared in April 2012. Although considerably expanded in length, the third edition

situations and organizations in the real world. This new edition includes real-world, diverse examples of

edition includes: even more international case studies from across Europe, Asia, Australia and the Middle

introduction to the area. New to this edition: updated throughout with contemporary examples of popular culture