Contemporary Advertising 13e - ARENS, WILLIAM F.

Contemporary Advertising 13e

WILLIAM F. ARENS

Yayınevi: McGraw Hill

Yayın tarihi: 02/2010

ISBN: 9780071220606

Yazar : Michael F. Weigold Christian Arens

İngilizce | 736 Sayfa | 21,41x27,41x3 cm.

Tür: İşletme-Pazarlama

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"Contemporary Advertising, 11/e", is one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

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