Arens, William F. <br/><br/>
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. .
<br/><br/> Includes index. 
<br/><br/>Advertising perspectives--Crafting marketing and advertising strategies--Integrating advertising with other elements of the communications mix,300. 
<br/><br/><label>ISBN: </label>0072415444 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.