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- 700 pages
- 25 hours of reading
More about the book
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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Contemporary Advertising, William F. Arens
- Language
- Released
- product-detail.submit-box.info.binding
- (Hardcover)
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- Language
- English
- Authors
- William F. Arens
- Publisher
- Irwin Professional Publishing
- Format
- Hardcover
- Pages
- 700
- ISBN10
- 0256182574
- ISBN13
- 9780256182576
- Series
- Tags
- Non-Fiction, Textbooks, Business, Business & Management, References & Manuals, Marketing & Sales, University, College
- Rating
- 4.35 out of 5
- 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.