TY  - BOOK
AU  - Arens,William F.
TI  - Contemporary advertising
SN  - 0072415444
PY  - 2002///
CY  - Boston, Mass.
PB  - McGraw-Hill Irwin
KW  - Advertising
N1  - Includes index; Advertising perspectives--Crafting marketing and advertising strategies--Integrating advertising with other elements of the communications mix,300
ER  -