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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.
Zakup książki
Contemporary Advertising, William F. Arens
- Język
- Rok wydania
- Oprawa
- (twarda)
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Metody płatności
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- Tytuł
- Contemporary Advertising
- Język
- angielski
- Autorzy
- William F. Arens
- Oprawa
- twarda
- Liczba stron
- 700
- ISBN10
- 0256182574
- ISBN13
- 9780256182576
- Seria
- Tagi
- Biznes, Poradniki, Uniwersytet
- Ocena
- 4,35 z 5
- Opis
- 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.