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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.
Buchkauf
Contemporary Advertising, William F. Arens
- Sprache
- Erscheinungsdatum
- Einband
- (Hardcover)
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- Titel
- Contemporary Advertising
- Sprache
- Englisch
- Autor*innen
- William F. Arens
- Einband
- Hardcover
- Seitenzahl
- 700
- ISBN10
- 0256182574
- ISBN13
- 9780256182576
- Reihe
- Schlagwörter
- Handel, Handbücher und Anleitungen, Universität
- Bewertung
- 4,35 von 5 Sternen
- Beschreibung
- 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.