Contemporary Advertising
By William F. Arens.
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. - from Amzon
ISBN(s)
0256182574, 9780256182576
