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Essentials of contemporary advertising

Arens, William F.

Essentials of contemporary advertising by William F. Arens and David H. Schaefer - New York: McGraw-Hall Companies, Inc. 2009 - xxviii, 558p., glos., endnote, ind. 28 cm x 22 cm

ISBN: 9780071106276

Subjects--Topical Terms:
advertising
advertising aspects
advertising dimensions
advertising media
advertising planning
commercial
consumer behaviour
creatvie strategy
electronic media
market segment
marketing
marketing mix
media planning strategy
print media
relationship building
scope

Dewey Class. No.: 659.1 / ARE

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