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This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing.
Nákup knihy
Contemporary Advertising, William F. Arens
- Jazyk
- Rok vydania
- Väzba
- (pevná)
Platobné metódy
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- Jazyk
- anglicky
- Autori
- William F. Arens
- Vydavateľ
- Irwin Professional Publishing
- Väzba
- pevná
- Počet strán
- 700
- ISBN10
- 0256182574
- ISBN13
- 9780256182576
- Série
- Štítky
- Náučná literatúra, Učebnice, Byznys, Biznis & Manažment, Príručky a návody, Marketing & Predaj, Vysoká škola, univerzita
- Hodnotenie
- 4,35 z 5
- Anotácia
- This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing.