Contemporary advertising / William F. Arens.
Series: Irwin series in marketing: Publisher: [S.l.] : Richard D Irwin, 1996Edition: 6th edDescription: 501 p. ; 28 cmISBN: 0256182574; 9780256182576DDC classification: 659.1 Online resources: Amazon.com | Amazon customer reviews Summary: 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 659.1 ARE (Browse shelf) | Available | NBS4202 |
Hardcover.
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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