ISE Contemporary Advertising
Weigold, Michael F., Arens, William F., Arens, Christian
ISBN: | 9781266077098 |
Publisher: | McGraw Hill |
Published: | 9 March, 2023 |
Editions: |
18 other editions
of this product
|
ISE Contemporary Advertising
Weigold, Michael F., Arens, William F., Arens, Christian
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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