Contemporary Advertising (Irwin Series in Marketing)
ISBN-13:
9780256182576
ISBN-10:
0256182574
Edition:
6th
Author:
William F. Arens, Editor-Jack J. Whidden
Publication date:
1996
Publisher:
Richard D Irwin
Format:
Hardcover
1 pages
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Book details
ISBN-13:
9780256182576
ISBN-10:
0256182574
Edition:
6th
Author:
William F. Arens, Editor-Jack J. Whidden
Publication date:
1996
Publisher:
Richard D Irwin
Format:
Hardcover
1 pages
Summary
Contemporary Advertising (Irwin Series in Marketing) (ISBN-13: 9780256182576 and ISBN-10: 0256182574), written by authors
William F. Arens, Editor-Jack J. Whidden, was published by Richard D Irwin in 1996.
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Description
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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