CONTEMPORARY advertising and Integrated Marketing Communications

CONTEMPORARY advertising and Integrated Marketing Communications

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This book gives students, regardless of their major field of study, valuable tools to use in any subsequent profession. It teaches them to think and plan strategically, gather and analyze research data, compute and evaluate alternative courses of action, cooperate with a team in developing creative...

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Bibliographic Details
Main Author: Arens, William F. (Author)
Other Authors: Weigold, Michael F. 1958- (co-author), Arens, Christian (co-author)
Format: Book
Language:English
Published: New York McGraw-Hill/Irwin 2013
Edition:Fourteenth edition
Subjects:
Advertising
Online Access:Click Here to View Status and Holdings.
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