Contemporary Advertising and Integrated Marketing Communications

Front Cover
McGraw-Hill Higher Education, 2011 - Business & Economics - 774 pages
'Contemporary Advertising' looks at the evolution of advertising, the scope of advertising, gathering information for advertising planning, planning media strategy, using print media, and much more.

Bibliographic information

TitleContemporary Advertising and Integrated Marketing Communications
Connect, Learn, Succeed
AuthorsWilliam F. Arens, Michael F. Weigold, Christian Arens
Edition13, illustrated
PublisherMcGraw-Hill Higher Education, 2011
ISBN0071220607, 9780071220606
Length774 pages
Subjects › 

Business & Economics / Advertising & Promotion
  
Export CitationBiBTeX EndNote RefMan