Contemporary advertising /
Arens, William F.
Contemporary advertising / by William F. Arens. - 8th ed. - Boston, Mass. : McGraw-Hill Irwin, 2002. - xxxii, 614 p., various pagination : ill. ; 29 cm. - The McGraw-Hill/Irwin Series in Marketing. .
Includes index.
Advertising perspectives--Crafting marketing and advertising strategies--Integrating advertising with other elements of the communications mix,300.
0072415444
Advertising.
Contemporary advertising / by William F. Arens. - 8th ed. - Boston, Mass. : McGraw-Hill Irwin, 2002. - xxxii, 614 p., various pagination : ill. ; 29 cm. - The McGraw-Hill/Irwin Series in Marketing. .
Includes index.
Advertising perspectives--Crafting marketing and advertising strategies--Integrating advertising with other elements of the communications mix,300.
0072415444
Advertising.