Connor J Burgin; Don E Wilson; Russell A Mittermeier; Anthony B Rylands; Lacher, Jr., Thomas E; Wes Sechrest Alada Books, S.L. (2020) Kovakantinen kirja
Sivumäärä: 736 sivua Asu: Kovakantinen kirja Painos: 14. painos Julkaisuvuosi: 1998, 23.07.1998 (lisätietoa) Kieli: Englanti
Korvaava tuote: 9780130328779
For introductory-level courses in Advertising offered by communications, journalism, and marketing departments.
This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications.
